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Launch of New Nestlé Fitness Cereal

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Launch of New Nestlé Fitness Cereal, Maintaining Same Taste with more wholegrain and 30% Less Sugar

Dubai, 14 July 2015: Nestlé has launched a new recipe for its popular Nestlé FITNESS®Cereal across the Middle East, which maintains the product’s same taste, with more wholegrain, while reducing the sugar by up to 30% without adding artificial sweeteners.

The move is in line with Nestlé’s recently published commitments to society in the Middle East, which include the promotion of healthy diets and lifestyles, and reducing sugar in products.

The new recipe with less sugar was able to maintain the same taste as the outgoing version without adding any artificial sweeteners thanks to breakthrough technology that reduces sugar inside each cereal flake, while retained amount in the coating.

Since the outer layer of the Cereal touches taste buds first, each flake offers a sweeter flavor to begin with, meaning people can’t tell the difference as was demonstrated by a survey of Nestlé FITNESS® Cereal lovers.

“Nestlé FITNESS® aims to help people achieve a healthier diet that starts with a balanced breakfast, thanks to this breakthrough recipe which is the result of several years of nutrition and technology research,” said Zeinab Maktabi, Nutrition, Health and Wellness Manager at Nestlé Middle East. “This nutrition revolution started with our current kids’ Cereal recipes launched in 2012, and continues with ongoing efforts to further reduce sugar in all our products.”

The new Nestlé FITNESS® also provides improved nutritional content by further increasing total wholegrain by 7%. The product’s amounts of iron, calcium and folate remain unchanged.

More information is available at:

About Nestlé Middle East

Nestlé Middle East’s heritage goes back 80 years to 1934 when the first import operation was set up in Lebanon. Today, Nestlé Middle East owns and operates 18 factories and provides direct employment to more than 11,000 people and indirect employment to several thousand more.

The Nestlé portfolio in the region currently exceeds 60 innovative product brands in a wide range of categories: dairy products and infant nutrition, bottled water, chocolate and confectionery, coffee creamers, breakfast Cereals, and culinary products, among others. Nestlé Nido, Nestlé NAN, S-26, Progress, Maggi, Nescafé, Kit Kat, Coffeemate, Nestlé Cerelac, Nestlé Pure Life, Nespresso and Nestlé Fitness are just some of the brands available in the Middle East.

To know more about Nestlé Middle East’s activities, you can visit our social media pages below: 


For more information, please contact:

Lynn Al Khatib
Nestlé Middle East
[email protected]

Raya Chamoun
ASDA’A Burson-Marsteller, Dubai Tel: +971 4507 616
[email protected]