The end for ProNutro in South Africa

Bokomo has announced that it will discontinue ProNutro in South Africa after its New Generation ProNutro failed to gain traction.

The cereal originated at the South African Institute for Medical Research, which developed an easy meal to address protein deficiency and malnutrition.

ProNutro was launched in South Africa in 1962 and was marketed as the world’s first nutraceutical cereal, providing health benefits and basic nutritional value.

The brand said that the Original High-Protein Cereal delivered plant-based protein and energy, along with 13 vitamins and 4 minerals.

Since the cereal was first introduced, the brand has expanded its range to include several flavours, such as chocolate, banana, strawberry, and original.

Some flavours that were introduced over the cereal’s lifespan have been discontinued, such as the wholewheat honey melt flavour and the honey flavour.

In 2026, the company introduced New Generation ProNutro to keep the brand available to consumers.

“We preserved its nutritional benefits and produced it in a more environmentally sustainable way,” it said.

However, after launch, many South Africans complained that the new product experience did not meet their expectations of ProNutro.

Bokomo explained that most of the complaints focused on the product’s taste, texture, and mixability.

“We listened and explored options to restore the original product experience,” the company said.

“However, we were unable to recreate the taste and texture that consumers associated with the original ProNutro.”

The company said that, after a long and careful review, it has decided to discontinue ProNutro in South Africa.

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