Some muesli products sold in UK supermarkets may be no healthier than chocolate cereal, according to a new investigation by consumer group Which?. The study analysed 86 products and found some contain up to 20g of sugar per 100g, with the least healthy scoring lower than Nestlé KitKat cereal.
Which? scored mueslis out of 100 based on positive nutrients like fibre and protein, and negatives including sugar, saturated fat and calories. The least healthy product was Raw Gorilla Keto Mighty Muesli, scoring 46, due to high calories and saturated fat (12.2g per 100g) from coconut chips, despite low sugar. Eat Natural Gluten Free Buckwheat Toasted Muesli scored 50, with 15.3g sugar per 100g and 7.4g saturated fat. In comparison, Nestlé KitKat cereal scored 56, containing 24.9g sugar per 100g.
The healthiest mueslis, scoring 80, were mostly supermarket value ranges from Asda, Morrisons and Sainsbury's, costing less than 10p per bowl. Which? nutritionist Shefalee Loth said: “Muesli remains a solid option for a balanced breakfast... however, not all blends are created equal. Expensive price tags, premium branding, and wellness buzzwords don't guarantee nutritional value.”
Manufacturers defended their products. A Raw Gorilla spokesperson said the keto muesli is designed for a ketogenic diet and provides slow-release energy, arguing the scoring method penalises natural fats. A Waitrose spokesperson noted their muesli contains no added sugar, with sugars from dried fruit. Mornflake said over 90% of their range is HFSS compliant and they are actively reducing HFSS products.
Which? used the 2004 Nutrient Profiling Model for ratings, and noted muesli remains generally healthy due to fibre and potential calcium intake when eaten with milk.
