This technical toolkit, developed by FoodDrinkEurope in collaboration with CEEREAL, provides guidelines for increasing the whole grain content in break- fast cereals, with a focus on supporting small- and medium-sized enterprises (SMEs) in Europe. It addresses the lack of harmonised definitions and regulations for whole grains across the EU.

Key findings and guidance:

• Health benefits and consumption gaps: Whole grains deliver significant health benefits, including reduced risks of cardiovascular disease, type 2 diabetes and colorectal cancer. Despite these advantages, most Europeans do not consume enough whole grains, making increased intake a public health priority.
• Market and consumer trends: Rising consumer demand for healthier foods presents business opportunities for SMEs to innovate and reformulate breakfast cereals with higher whole grain content. Oatmeal remains the most widely consumed whole grain breakfast cereal in Europe, with other popular options including whole wheat flakes and muesli. SMEs are responding to this trend by reformulating products with more whole grains – an approach that supports products differentiation, appeals to health-conscious consumers and opens up new market opportunities.
• Production and technical challenges: Transitioning from refined to whole grain ingredients involves challenges such as managing texture, moisture, shelf life and equipment wear. Solutions include fine grinding, moisture control, use of wear-resistant materials and improved packaging to extend shelf life.
• Product development and labelling: This toolkit outlines practical steps for analysing nutritional composition, calculating whole grain content and leveraging innovation. It also covers regulatory considerations for nutrient content claims and effective communication strategies, noting the lack of harmonised EU regulations on whole grain labelling.
• Implementation strategies: SMEs are advised to start with incremental changes, such as blending whole and refined grains or introducing easier-to-produce whole grain products. Long-term strategies include investing in new equipment and continuous product development to balance taste, texture and nutritional value.

The toolkit equips European breakfast cereal manufacturers with the knowledge and practical steps needed to increase whole grain content, improve public health outcomes and respond to evolving consumer preferences. By adopting best practices and incremental innovation, companies can overcome technical challenges and contribute to healthier diets across Europe.

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