Sainsburys and Tesco blueberry or apricot wheats have been a staple in our kitchen cupboards for quite a few years. They are pretty much the same as the branded one but cost nearly half the price. But where have they gone?
A few months ago I noticed that Sainsburys weren’t stocking them and it seemed like a lot of their own brand cereals had gone from the shelves.
This is really disappointing for consumers because the branded cereals in general are much more expensive.
On my last visit to Sainsburys I decided to check out all their cereal stock and that confirmed my suspicions that they were no longer selling apricot wheats, blueberry wheats and raisin wheats under their own brand.
I contacted Sainsburys on X as they are always pretty responsive there and I got this answer.
I also did a bit of digging online and found a report in the Sun that Tesco had also discontinued their own brand wheats so there would be no joy there either.
Further searching revealed that Waitrose also make their own brand of the same cereal so I went in there to get some. In my local Waitrose they had a few boxes of the apricot and the blueberry ones. However, they were marked as ‘reduced to clear’ and there weren’t many left so I’m assuming that is the end of those too. I bought 2 boxes each of the blueberry and apricot!
I can’t figure out why they have stopped selling these unless there is a manufacturer problem as it’s quite possible that the same manufacturer makes them for all the supermarkets.
I looked at the Lidl website to see if they were selling them as they also have the Crownfield brand but it seems like that is no longer showing online. M&S also have their own version but I can only see a few available at places that are not that close to me, so again it may be the end of the road. If anyone has any more information about these please comment below!
This is actually not the only own brand cereal that I have noticed is no longer on the shelves. My son loves a cereal with small white yoghurt pieces and dried strawberries but I also can’t find that any more.
In times where everything is more expensive, the lack of comparable own brand cereals is disappointing as not everyone can afford the expensive branded ones.
EDIT: 1st May 2026
It seems like it’s getting to the point where the only ones available are the branded Nestlé ones – the normal RRP price on these is £3.50 (twice the price of the old own brand ones) but they are sometimes available at a discount. I can currently see them on Amazon* at £2.50 / £10 for a box of four so if they are still that price when I run out of the Waitrose ones I will probably get those.
*I am an Amazon Affiliate and earn commission from qualifying purchases.
Can’t see the Kelloggs version either, maybe they were making the own brand ones too. They’ve been bought by Mars I don’t know if they are linked to nestle which makes the expensive ones ☹️
Oh no, I saw they had the Kelloggs version on special offer at my local Sainsburys a week or 2 ago (£1.95) so maybe they are trying to offload those as end of line as well 🙁
I went to buy the apricot one in lidl today and couldn’t find it on the shelf. It is/was my fav and very disappointed its gone 🙁
I have noticed many own brand items have disappeared over the last few years
Oh no Lidl too. Yes I’ve also noticed a whole lot of own brand cereal has gone, such a shame.
It seems the ‘giant conglomerates’ are killing off competition from supermarket chains, why else are most ‘own brand’ cereals disappearing from shelves?
One of my favourites was Lidl ‘Crownfield’ apricot mini wheats, with fruit filling. Even the Kellogg ones were flavoured puree not made with pure fruit.
Few weeks ago Lidl were selling Nestle Shreddies in 1kg packs at a reduced price, but they were inferior in texture and flavour to the original Shreddies.
Unfortunately even quality has gone down hill whilst costs still rise.
John B
Those are my thoughts too John. With the recent news of own brand food being sold more in supermarkets there seems to be no reason for the supermarkets to stop selling own brand cereal other than pressure from the big names. As I understand it, own brand food is often made at the same factory as branded stuff so I wonder if it’s the factory that is being pressured.