Rollagranola is challenging the paradigm that kids’ cereals must be sugar-laden, ultra-processed and high in simple carbs, with the launch of its own children’s granola brand.
Little Rollas is the company’s first foray into kids’ cereals – a category that has been left behind in healthy innovation terms, according to CEO and founder Robin Longden.
“If you look at the evolution of the kids’ sector, it hasn’t really happened in breakfast cereals,” he told FFD.
Research carried out by the company indicated that there was strong demand from its customer base for an alternative to existing kids’ cereals.
“65% of parents were not happy with the breakfast choices they were making for their children,” said Longden. “Little Rollas represents a genuine, sincere attempt to produce a healthier and more balanced alternative to what is available. I am not just talking about sugar here, but also simple carbs – kids consume them in the morning and then have no energy later in the day. Little Rollas have a low glycemic index that provides sustained energy.”
A high protein content was key to achieving this slower energy burn, he explained, but “soya was a no-no and we weren’t willing to launch until we had a protein source we were happy with”.
Eventually, the company found a source of chickpea protein and combined this with wholefood ingredients like nuts and seeds, and vitamin D for strong bones.
“We don’t believe kids’ products should be inferior in terms of ingredient quality – if anything, the opposite should be true,” said Longden.
There are three variants – Berry, Vanilla and Cocoa – all with an RRP of £4.99 for 350g; WSP £18 per case of six.
This article first appeared in the December 2025 issue of Fine Food Digest.
