Sainsbury’s launches mince pie cereal ahead of festive season

What better way to start Christmas day?

Sarah Young
Wednesday 23 December 2020 12:00 GMT

Sainsbury’s has finally made it acceptable to eat mince pies for breakfast.

While many of our plans for Christmas remain uncertain due to local lockdowns and Boris Johnson’s rule of six, there is one aspect of the festivities we can rely on: the food.

This year, UK supermarkets are doing their best to keep our spirits high by launching some of their most creative innovations thus far.

As part of its Christmas food range, Sainsbury’s has taken the nation’s love for mince pies one step further with the launch of a breakfast cereal packed with the festive snack’s iconic filling.

Called Mince Pie Wheats, the cereal is made from crunchy little pockets of wheat, which are filled with a softly spiced raisin centre.

The best bit? They’re also vegan-friendly, meaning everyone gets to dig into a bowl of festive flavour right from the moment they wake up.

This isn’t the only festive offering Sainsbury’s has lined up for breakfast this year. In addition to Mince Pie Wheats, customers can also buy Gingerbread Porridge, Cranberry, Cinnamon and White Chocolate Granola, and Bucks Fizz Marmalade.


Earlier this month, Marks & Spencer also revealed its festive range, unveiling a Colin the Caterpillar cake designed to look like a Christmas tree and Percy Pig-themed mince pies.

“Everyone’s favourite caterpillar has gone all seasonal with a makeover, including a festive Santa hat and edible decorations,” Marks & Spencer states in its description of the festive Colin cake, which is available to purchase for £10 online from 22 December and in store from 19 December.

The Percy Pig “Percymas” pies, which can be bought in sets of four for £2 in store from 6 October, are a “fun alternative” to mince pies, the supermarket stated.

Recently, Twix divided fans with the launch of a limited-edition bar called Winter Spice, which features some classic festive flavours including nutmeg and cinnamon.

Sainsbury’s Mince Pie Wheats cost £2 and are available to buy in-store now.

You can read more about the best Christmas food launches for 2020 here.

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