Tapping fruit and vegetables for a lower sugar content
By Flora Southey
- Last updated on
Kellogg’s created its first no added sugar cereal for children in January. Called WK Kellogg by Kids, it was launched in two flavours: Strawberry, Apple & Carrot, and Blueberry, Apple & Beetroot.
The product was developed in collaboration with children and their parents and consists of mix of ‘fun shapes’ such as stars, hoops and balls.
Significantly, the cereal products are naturally coloured and flavoured using fruit and vegetable juice concentrates purees, juices and powders, creating a cereal with no artificial colours, flavours or sweeteners.
Kellogg’s activation brand lead UK, Aimee Cowan said: “W.K. Kellogg by Kids is the first mainstream children’s cereal range with fruit and vegetables. We are targeting parents who can’t find what they are looking for in the cereal aisle. We wanted to offer something that is a balance between health and taste at breakfast time. Something that has good nutritionals for kids, but that they won’t find boring or tasteless.”
Kellogg’s said the new cereal was part of its drive to help families ‘make better choices in the morning’. In January 2019 it made all of its granolas no-added sugar and added its first ever vegetable variant to the portfolio – W.K. Kellogg Raspberry, Apple and Carrot.
Aimee said the moves led to “significant increases in rate of sale of the adult range” in the year. “This gives us the confidence that consumers will love No Added Sugar W.K. Kellogg by Kids and trust the W.K. Kellogg range to deliver not only on taste but health as well.”