Sainsbury’s Wholegrain Cinnamon Malties

It is with this review that I have to bring you some shocking news my friends – I think there has been some slight inter-continental cereal “hanky panky” going on in Sainsbury’s cereal innovation department. When I popped into my local Sainsbury’s a few weeks ago I noticed these new own brand Cinnamon Malties gracing the shelves; cinnamon is so often a flavour that is completely overlooked in the UK and despite me despising it as a child I can’t get enough of it now so was pleased to see something a bit different compared to the usual boring flavour combinations we are subjected to.

Sainsburys Wholegrain Cinnamon Wheaties


Essentially, from the packaging, these “Malties”..oh wait no, not just “Malties” but “Wholegrain Malties”, looked as if they were the same structure as the popular Nestle breakfast cereal “Shreddies”; albeit with cinnamon flavouring and accompanied by a flying super-hero type figure who obviously thinks these Malties are so good that he just cannot resist pointing at them with his big yellow finger whilst eating a spoonful of the things in the other hand (be careful Superhero Malty that you don’t crash into the gigantic sized bowl!)

Obviously these are marketed at children yet are trying to portray they are also a healthy choice so parents don’t have to feel too bad about buying their kids a box full of them – “wholegrain”, “full of fibre”, “low fat”..need I go on.

Sainsburys Wholegrain Cinnamon Wheaties

So you may wonder what I am babbling on about with “inter-continental cerealy hanky-panky”; well you see these aren’t really like Shreddies – infact I’d say these were a cross-breed between Shreddies and the well known American Cereal Cinnamon Toast Crunch. When I poured myself a bowl full of them and took the initial bite I immediately noticed that these had far more of a “crunch” and “bite” to them than the usual Shreddies; much more akin to the texture of Cinnamon Toast Crunch..maybe even crunchier! I know is that possible?!

It feels as if the “Malties” are coated in a sort of sugar glaze..however looking on the ingredients list they aren’t..whatever it is these hold up superbly in milk and stay crunchy for a remarkable length of time. As usual I preferred mine warmed up and they did start to soften a bit then, but still held an unusual firmness to them that gave a nice extra “bite”.

The flavour is exactly as described really – “cinnamon” and “malt”; nevertheless they do have quite an overall sweet flavour to them but the wheaty malty flavour stops this becoming one of those sickly breakfast cereals where you are worrying about how much sugar you are actually consuming first thing on a morning; although looking at the nutritionals it still does pack quite a hefty sugar punch!

Sainsburys Wholegrain Cinnamon Wheaties

So there you have it folks – Sainsburys have produced something that look like Shreddies yet taste/texture wise are similar to Cinnamon Toast Crunch and have a surprising firmness when poured into a bowl of ice cold milk – maybe its because these aren’t “knitted by Nanas” but instead seem to have been plucked out of the air from strange “Superhero Malty”.

Sainsbury’s Wholegrain Cinnamon Malties
per 100g

8.3g protein
75.5g carbs (27.3g sugar)
1.5g fat (0.3g sats)
8.4g fibre
0.57g salt


Morinaga Choco Flake – Cookies and Cream

Our very first Japanese cereal review. We’ve got a weird one at that. It looks to be an iteration of Cookies and Cream flakes, even with small chunks of black cookies to boot. This was from a Japanese supermarket in Singapore, and cost me S$3.80 (GBP1.90)

For those of us out there who dont quite know what or who Morinaga is, they’re a well-distributed (i.e globally) Japanese brand of confectionery, savoury snacks, ice cream, buns, (i can’t think of any further categories of foodstuff). they make mini chocolate pie puffs called Pie-no-mi, which claim to be masterful 28-layered pastries that taste wonderful after a bout in the microwave. That alone should show you the lengths to which their creativity extends, and the manner in which they exercise culinary-confectionery know-how. Perhaps an exclusionist rendition of their industry segment would work: they make anything that ISN’T the main meal, and which contains some iteration of a sweetener in them.

So we have established that Morinaga is an established snack brand. So the question is: just how far can their cereals go?

Morinaga’s main cereal offering is the Choco flake, which is pretty self-explanatory.  Chocolate cornflakes arent quite as mainstream in the Western markets as they are in Japan and Korea; i’d say that we’re all more familiar with chocolate rice crispies, chocolate cheerios, chocolate puffs, and other odd shapes; but not the typical “cornflake”. The closest we know of would be chocolate frosties; but even then, I guess you could say that isnt really a “chocolate” cereal.

Enough chatter.

Morinaga has gone one step further, with some vanilla ice cream / cookies and cream variant.

The packaging itself is sufficient to convey the target market. In a medium-sized bag (105g), fully-coloured, bright renditions of sugary flakes, large pictures ice cream, and large, large Japanese words. Could we call this the Lady Gaga of packaging in its loudness?

Not so big, not so small either. Almost perfect-sized flakes, if you ask me. As you can see, they’re about the size of Special K flakes. Nothing out of the ordinary, in that sense.

Boy have we got a winner though, when it comes to taste. The sugar coating on each flake is ridiculously thick. Imagine something with a solid layer of sugar on each side of each flake. Not just that; this doesnt dissolve in milk to give you some sugary syrup a la Fruit Pebbles. These hold their own as nuggets of flaki-sugariness.

Gosh i have difficulty even describing it. It’s THAT unreal.

A blitzkrieg of sugar of the most simple variety (ie white, refined sugar) culminating in the bits of (what’s meant to be) Oreo cookies that adorn every, single, flake. They are so common that instead of hoping to bite into a cookie piece (as is the case with other food products which feature co-stars);

Morinaga blesses you with an abundance of cookie chunks. That said, the cookie chunks werent fantastic tasting. They had a mild cocoa kick to them, but which doesn’t hit you the way Oreos do.

These traits make this a snack that can hold its own even when eaten “dry”. It’s a delight that does not need milk as a “supporting cast”.

That said, the snack is way too sweet for “normal” people. The entire 105g bag had 455kcal in it, and it measured out to a 2 cup serving. Gosh. That’s quite a punch in each tablespoon of cereal (1 cup contains 15 tbsp)

Hence, it’s 227kcal / 1 cup / 52.5g, which is pretty darn calorie-dense for a flake cereal.


All in all, this has that level of sugary dryness that Fruity Pebbles have. Certainly it unhealthy, and too sweet; but hey – my problem is that i have a serious sweet tooth.

Which is why i loved this snack/cereal.

I don’t even know how to classify it.

-The Exercising Male