Bjorg enters the Italian breakfast cereal market for the first time with two organic, sugar-free Granola Crunchy products. The launch opens a new category for the brand, which until now has been particularly recognized in the plant-based beverage sector, and strengthens its positioning in the breakfast segment.
The two products, both in 280-gram packages, are available in Whole Oats and Whole Oats, Nuts, and Fruit varieties. The offering maintains the brand's distinctive features: organic ingredients, plant-based formulas, attention to nutritional value, and fully recyclable packaging.
The entry comes into a growing sector. In the first half of 2026, according to Circana data reported by the company, the Italian breakfast cereal market grew by 4,3% in value and 3,3% in volume. Granolas are worth approximately €115 million and have seen a 9% increase.
Bjorg aims to capture trends related to naturalness, fiber, simple ingredient lists, and the absence of added sugars. Both recipes contain inulin, a prebiotic plant fiber also used to add sweetness, and are positioned at a premium level compared to the overall market, but more accessible within the organic sector.
Crunchy Whole Oat Granola contains 72% whole oat flakes, along with crisped rice, coconut, and vanilla. The Whole Oat, Nut, and Fruit variant uses 66% oats and adds macadamia nuts, pecans, raisins, and dried apples.
At the same time, Bjorg is expanding its plant-based beverage portfolio with the new 0% Sugar and Gluten-Free Oat Drink. This product is made with four ingredients and is AFDIAG-certified gluten-free.
The three new products create a cross-cutting offering between cereals and plant-based drinks. For retailers, the combination opens up opportunities for coordinated display, integrated promotions, and cross-selling between two sectors already closely linked in consumer habits.
According to Papillon research cited by the brand, 16% of Italian consumers of plant-based products already pair cereals with plant-based drinks. Bjorg is therefore attempting to address the entire breakfast ritual, leveraging its growing popularity in one category to support its entry into the other.
The launch will be accompanied by dedicated communication initiatives to increase awareness and trial of the new granola. The goal is to strengthen the brand's overall visibility on the shelf and ensure its continued presence across various morning consumption occasions.
