Cereal sales lose their pop

SALES of cereal are falling as more people buy breakfast from coffee shops.

Kellogg suffered a 2.7 per cent drop in UK turnover last year to £773million, while Weetabix dived 6.1 per cent to £313million.

Britain’s other cereals giant, UK Cereal Partners which makes Cheerios and Shredded Wheat, fell 1.7 per cent to £255.8million.

The figures, listed in trade journal The Grocer, back up claims that more people now eat breakfast on the way to work.