The new product contains 30% less sugar than other chocolate rice cereals. It will launch in all major supermarkets from mid-June, with an RRP of £2.99.

Katy Bailey, brand manager for Coco Pops at Kellogg’s, said: “For the first time in our history, and in response to the growing desire for white chocolate varieties, we have created a white chocolate Coco Pops that taste as good as the original.”

Independent retailers are keen to try the new product, but there are concerns about leaving the product release too late. 

Ferhan Ashiq, owner of Day-Today Ashiqs, East Lothian, said: “I’d definitely try this. Cereal does well in my store as a whole – new products are great, but very few last beyond the initial hype.” 

Faraz Iqbal, owner of Premier Linktown Local, in Kirkcaldy, said: “New products like these usually have an initial hype, and if it’s coming to independents it will need to be quick or it will be too late.”