Kellogg’s launches organic and vegan plant-based “no added sugar” cereals

5a803a01-7dc6-4580-b228-38e9d2a9ba42articleimage.jpg

24 Nov 2017 --- Kellogg’s is to enter the organic and vegan foods market with a new range of, plant-based cereals under the W.K.Kellogg brand. The five-strong range – including two “No Added Sugar” granolas – will be completely unique to the cereal market offering differentiated natural flavors, according to Kellogg’s.

The five SKUs include: No Added Sugar Granolas (Apricot & Pumpkin Seeds / Coconut Cashew and Almond), Organic Wholegrain Wheats (Original / Raisin) and a Super Grains Granola (Cranberry, Sultana and Spelt). The company reports that they deliver “high taste credentials through wholesome grains and natural flavors.”

“We’re committed to creating foods which suit changing consumer diets and with people increasingly seeking more plant-based foods, the W.K.Kellogg range is crucial to our portfolio,” Emma Birks, W.K.Kellogg Brand Manager for the UK and Ireland, says. “The brand will satisfy consumers searching the aisles for organic, vegan-friendly foods with natural flavorings and the ‘No Added Sugar’ label.”

Click to Enlarge

“Timing of this launch is key; January is a fundamental opportunity to catch consumers adopting new, more wholesome diets and we’re well positioned with W.K.Kellogg to help retailers do so,” Birks adds.

Supported with £8 million (US$10.6 million) media spend across 2018, W.K.Kellogg cereals will be shipping from December this year for a January UK launch, ranging from £2.99 RRP (Organic Wholegrain Wheats) to £3.79 RRP (Granolas).

Sugar reduction and labeling
The move into “No Added Sugar” cereals comes as consumer demand for sugar reduction continues. A voluntary “traffic light labeling” scheme was introduced by the Department of Health in 2013 but the labels still do not appear on a lot of the food products sold in the UK.

UK sugar lobby group Action on Sugar recently called for front of pack (FOP) “traffic light labeling” to be introduced across all food and drink products. Among ideas for improving the system, researchers have suggested traffic light till receipts to evaluate the nutritional content of a consumer’s supermarket trolley.

“Kellogg’s complies with all EU and local labeling requirements, which set out specific rules regarding what information should be included on food labels,” Emma Lowe, Kellogg’s Media Specialist, UK and Ireland, tells NutritionInsight of the labeling scheme. “We strive to present this information in a way that is both legally compliant and clear and meaningful for consumers. Kellogg was one of the first companies to voluntarily adopt front of pack GDA labeling back in 2007.”

“We use GDA labelling because we believe it gives consumers a better source of information than traffic light labels,” Lowe adds. “Traffic light labeling does not take into account portion size or the role that the food plays in the diet.”

Related Articles

Nutrition & Health News

Debut: Califia Farms launches first dairy-free probiotic yogurt

23 Feb 2018 --- Dairy alternatives manufacturer Califia Farms has launched a breakthrough line of dairy-free yogurt drinks made with the Califia Culture Blend. This distinct trio of 10 billion live, active probiotic CFUs is powered by BB-12, a strain developed by Chr. Hansen for dairy alternatives last year. Califia Farms is the first to batch ferment the BB-12 strain in a non-dairy yogurt. 

Food Research

Consumers want industry to deliver on nutritious food, without compromising on quality: survey

23 Feb 2018 --- Consumers across EMEA want the food and beverage industry to focus on developing healthier, more nutritious food, according to new research commissioned by Ingredion. In fact, 60 percent of respondents said they feel this should be manufacturers’ top priority. However, consumers made it clear that the food industry must ensure that food quality and freshness is not sacrificed as a result. 

Nutrition & Health News

BASF targets fatty liver disease with US launch of Hepaxa product

23 Feb 2018 --- BASF is launching Hepaxa to help patients manage non-alcoholic fatty liver disease in what the corporation describes as “the first dedicated product in the US” to potentially assist tens of millions of patients with one of the most common forms of chronic liver disease. And it could begin to “turn around” non-alcoholic fatty liver disease (NAFLD) in as little as six months, according to BASF executives. 

Nutrition & Health News

Plant power: Optimum Nutrition launches brand's first plant-based protein

23 Feb 2018 --- Performance nutrition supplier Optimum Nutrition ("ON") is expanding its Gold Standard protein line with the brand's first plant-based protein powder. Fitting nicely within the trend toward plant-based offerings to suit athletes of all levels, ON Gold Standard 100% Plant has a multisource blend of premium, plant-based protein that delivers a complete profile of essential amino acids, outstanding taste and texture, without any artificial flavors, colors or sweeteners.

Nutrition & Health News

Collagen peptides: Innovation platforms far from exhausted, says Rousselot exec

22 Feb 2018 --- Boosted by a growing body of scientific research, collagen peptides have risen in popularity over the past years. In fact, Innova Market Insights figures show that there was a +34 percent compound annual growth rate (CAGR) in new product launches for collagen peptides from 2010 to 2016. However, there is still ample room for further growth and research, according to Lisette van Lith, Global Director of Rousselot's Peptan, who spoke with NutritionInsight about her new role and regional inspiration for the usage of collagen peptides. 

More Articles
URL : http://www.nutritioninsight.com:80/news/kelloggs-launches-organic-and-vegan-plant-based-no-added-sugar-cereals.html