With customers increasingly searching for healthier options at breakfast, Nestlé Cereal Partners is launching Cheerios Oat Crisp and Cinnamon Oat Crisp.

Available in 350g packs, RRP £2.49, the brand is planning to promote Oat Crisp on TV in May in a campaign that will also include digital activity. PoS will also be available to retailers.

It is made with no artificial colours and flavours and also contains five whole grains.

Georgia Brown, trade marketing manager for Nestlé Cereal Partners, said other cereals have helped establish oats as a healthier options but Cheerios Oat Crisp is promoting its taste as well.

“The Oat Crisp target consumer is concerned about taking care of their health as they get a bit older, but isn’t willing to compromise on taste to do this,” she added.