Goodbye, ProNutro

ProNutro-owner PepsiCo has decided to discontinue the popular cereal in South Africa.

ProNutro has been sold on South African shelves for 64 years, but recently came under fire after some customers complained about its new formula.

On Wednesday, 23 September, ProNutro explained that it attempted to address these consumers’ concerns.

“Earlier this year, we introduced New Generation ProNutro to keep the brand available to consumers,” it said.

The brand explained that it attempted to preserve ProNutro’s nutritional benefits while producing it in a more environmentally sustainable way.

“After launch, some consumers told us the new product experience was not what they expected from ProNutro, particularly in relation to taste, texture and mixability,” it said. 

“We listened and explored options to bring back the original product experience, but we were unable to recreate the taste and texture consumers associated with the original ProNutro.”

Therefore, following a “long and careful review”, the company decided to discontinue ProNutro in South Africa.

“We are grateful for the support consumers have shown the brand over many years,” it said.

The brand did not clarify whether it would also discontinue other ProNutro products, such as its cereal bars.

Owned by PepsiCo and produced by Pioneer Foods’ Bokomo, ProNutro has been a staple in many South African households for six decades.

It was launched to the public in 1962, becoming the world’s first nutraceutical cereal that boasted health benefits and higher nutritional value.

It was developed by the South African Institute for Medical Research to address South Africa’s large-scale protein deficiency and malnutrition challenges.

It was touted as “The Original Protein Cereal”, with its producers claiming that the product contained plant-based protein, 13 vitamins, and 4 minerals.