Tesco Fruit & Fibre cereal

Tesco Fruit & Fibre is a popular breakfast cereal offered by the British multinational retailer Tesco. It consists of wholewheat flakes combined with dried fruits and nuts, specifically banana chips, coconut flakes, and hazelnuts, providing a high-fibre start to the day. This product is a private-label version of the fruit and fibre category, designed to offer nutritional benefits such as added vitamins D and B12, as well as iron.

As a Tesco own-brand product, the brand's history is tied inextricably to the growth of Tesco PLC itself, which was founded in 1919 by Jack Cohen. The cereal is primarily manufactured within the United Kingdom to serve its domestic stores, although Tesco utilizes a wide network of suppliers across Europe for its various private-label food categories. Tesco remains the ultimate owner and distributor, maintaining its position as one of the largest retailers in the world.