Despite clear health recommendations, only one in 10 Swedes consume the rec-
ommended daily intake of whole grains (90 grams) while many believe they already
eat enough. This gap highlights the need for accessible, appealing products that
make it easier for families to increase their whole grain intake.
Lantmännen Cerealia Sweden has the ambition of expanding the availability of
family-friendly breakfast cereals focused on taste and health, such as a high
amount of whole grains. Recognising the daily food challenges faced by families,
the AXA cereal range was developed to combine great taste with nutritional value.
By prioritising whole grain content, the products offer parents a compelling rea-
son to choose healthier options – even if it means accepting some sugar content
but still less compared to alternatives of lower nutritional value.
Consumer insights reveal a growing demand for whole grains, especially among
parents who are looking for healthy and tasty options for their children. Prod-
ucts like Havregott (Oatdelight) are designed to be appealing, with a design that
emphasises “very tasty – yet a healthier option.” AXA Oat Rings proudly carry the
Nordic Keyhole symbol and deliver a high percentage of whole grains.
Development & positioning
AXA cereals are made with a high proportion of whole grain oats. Through a
combination of production technology and sensory expertise, the AXA Cere-
als HavreKrisp (OatCrisp), Oat Rings Naturell, and Oat Rings Nut balance health
and taste. They reach the criteria for the Keyhole symbol and a high amount of
whole grain. Extensive recipe testing ensured products that are both nutritious
and delicious.
Over time, AXA cereals have been carefully developed to reach the right consum-
ers – initially targeting children and later the entire family. This shift was reflected
in the product range and in-store positioning, moving from the children’s cereal
section to a broader family shelf.
Results
Following a successful design, AXA Oat Rings, Havregott (Oatdelight), and
HavreKrisp (OatCrisp) cereals have been well-received and now are part of a
popular and appreciated range of whole grain breakfast cereals. Three out of four
products in the range meet the standards for the Nordic Keyhole symbol, signify-
ing their status as healthy breakfast options