FoodDrinkEurope invites you to join our webinar on 16 April 2026 (13:00-14:00 CEST) to discover how a simple toolkit can help food and drink SMEs with increasing whole grains in breakfast cereals
Why do whole grains in cereals matter?
Whole grains offer proven health benefits – from lowering the risk of cardiovascular disease and type 2 diabetes to supporting digestive health – yet most Europeans still fall short of recommended intake. Breakfast cereals are one of the easiest and most effective ways to increase whole grain consumption, making them a powerful tool for improving public health. At the same time, consumer demand for healthier products is growing, creating strong market incentives for manufacturers to innovate with whole grain–rich recipes.
This technical toolkit, developed by FoodDrinkEurope in collaboration with CEEREAL, equips breakfast cereal producers – especially small and medium‑sized enterprises – with the practical guidance they need to boost whole grain content in their products. It covers everything from navigating the lack of harmonised EU definitions, to overcoming production challenges like texture, moisture and shelf life, to understanding labelling and communication practices.
With step‑by‑step recommendations for reformulation, product development, and long‑term investment, the toolkit helps companies increase whole grain use while maintaining taste and quality – opening new market opportunities and supporting healthier diets across Europe.
This introductory webinar will give an overview of the toolkit, giving a head start to SMEs to start their whole grain reformulation journey simply and efficiently.
Webinar agenda
- Welcome and introduction by FoodDrinkEurope
- Situating whole grains within FoodDrinkEurope’s Nutrition Action Project
- Introducing whole grains: benefits and consumption gaps in Europe
- Overview of technical toolkit: practical guidelines in breakfast cereals
- Industry case study presentation: whole grain reformulation in practice
- Q&A