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

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.”

“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.”