Which? consumer champion analysed 86 products in total and found some contain up to 20g of sugar per 100g
Some mueslis sold in UK supermarkets may not be any healthier than chocolate cereal, according to a new Which? investigation.
The consumer champion analysed 86 products in total and found some contain up to 20g of sugar per 100g.
Which? scored the muesli out of 100 based on positive nutrients, such as fibre and protein, and negatives, including sugar, saturated fat and calories.
The least healthy item in the Which? study was Raw Gorilla Keto Mighty Muesli, which scored 46.
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This is because while it is a specialist keto product and low in sugar (1.5g per 100g) it is higher in calories than standard muesli and is high in saturated fat (12.2g per 100g) due to coconut chips.
Eat Natural Gluten Free Buckwheat Toasted Muesli was the next least healthy, with a score of 50. This contains 15.3g of sugar per 100g and is also high in saturated fat from coconut (7.4g per 100g).
In comparison, Which? found that Nestlé KitKat cereal – which is almost a quarter sugar at 24.9g per 100g – scored 56 out 100.
Which? found that some value mueslis, built around simple wholegrains with modest amounts of fruit and nuts, scored top marks.
The healthiest mueslis on test – six out of 86 muesli products – achieved a score of 80 out of 100. Three of them are from supermarket value ranges including Asda, Morrisons and Sainsburys.
The own-brand products were also the cheapest, costing less than 10p a bowl (20p per 100g) – eleven times cheaper than one of the priciest products Which? looked at.
However, Which? found that muesli is still generally a healthy choice as core ingredients deliver fibre, and if eaten with milk or fortified plant-based milk alternatives, it can also contribute to daily calcium intake.
Which? rated the mueslis using the 2004 Nutrient Profiling Model (NPM).
Shefalee Loth, Which? Nutritionist, said: “Muesli remains a solid option for a balanced breakfast, thanks to its combination of convenience and fibre. However, not all blends are created equal.
“Expensive price tags, premium branding, and wellness buzzwords don’t guarantee nutritional value.
“In fact, the healthiest options are often the simplest and the cheapest, so it’s worth reading the small print if you are worried about sugar or saturated fat.”
A Mornflake spokesperson said: “Mornflake produces a wide range of breakfast cereals to offer choice for different consumers.
“More than 90% of our range is HFSS compliant; the product reviewed is one of only a small number classified as HFSS, but it contains no added sugar and is high in fibre.
“We provide clear ingredient and nutritional information, including front-of-pack labelling, so shoppers can make informed choices. We have not received consumer complaints regarding the nutritional content of this product.
“Reformulation to help shift taste preferences takes time, but we are actively reducing HFSS across our range and working with UK Government departments to support long-term improvements in diet and health.”
A spokesperson from RawGorilla said: “Comparing a specialist KETO product to sugary ultra-processed cereals highlights the limits of the NPM method, a ‘one-size-fits-all’ mathematical model.
“RAWGORILLA KETO Mighty Muesli is a 100% organic whole-food product, made with activated seeds and nuts, with zero added sugar.
“It is designed for a KETO diet. While the system penalises the natural energy density and the fat content of our seeds and nuts, it ignores the vital difference between unprocessed whole foods and ultra-processed products.
“Unlike refined cereals, which cause a quick sugar spike, our ingredients provide slow-release energy. We urge shoppers to look past the maths and read the ingredients list; real health is about the quality of the food, not just a calorie count.”
A Waitrose spokesperson said: “There’s absolutely no added sugar in this muesli.
“All sugars come from wholefoods including sultanas, raisins, dried apricots and dates – in fact, the product contains 10 different plants varieties, which when eaten as part of a balanced diet, is beneficial for health.”
Eat Natural declined to comment.
Top 6
- Asda Just Essentials: 5.3g sugar; 0.8g saturated fat; 366 calories; 9g fibre; 12g protein – TOTAL SCORE 80
- H&B 15 Plant Fruit & Nut: 8.3g sugar; 1.4g saturated fat; 337 calories; 9.2g fibre; 11.5g protein – TOTAL SCORE 80
- Morrisons Savers: 5g sugar; 0.9g saturated fat; 360 calories; 8.9g fibre; 10.7g protein – TOTAL SCORE 80
- Sainsbury’s Fruity: 23.1g sugar; 0.5g saturated fat; 339 calories; 7.2g fibre; 8g protein – TOTAL SCORE 80
- Sainsbury’s Stamford Street Co: 4.9g sugar; 0.8g saturated fat; 353 calories; 9g fibre; 11.2g protein – TOTAL SCORE 80
- Tesco Finest Fruit Nut & Seed: 12.7g sugar; 1g saturated fat; 374 calories; 7.1g fibre; 14.7g protein – TOTAL SCORE 80
Bottom 4
- Waitrose Essential No Added Sugar: 19.5g sugar; 3.5g saturated fat; 387 calories; 8.9g fibre; 9.7g protein – TOTAL SCORE 62
- Mornflake Classic Fruit & Nut: 18.5g sugar; 3.1g saturated fat; 379 calories; 8.4g fibre; 9.3g protein – TOTAL SCORE 60
- Eat Natural Gluten-Free Buckwheat Toasted: 15.3g sugar; 7.4g saturated fat; 482 calories; 7.8g fibre; 12.3g protein – TOTAL SCORE 50
- Raw Gorilla Keto Mighty Muesli: 1.5g sugar; 12.2g saturated fat; 594.7 calories; 10.2 fibre; 21.4g protein – TOTAL SCORE 46



