Kellogg targets health-conscious consumers with W.K.Kellogg line

Kellogg will enter the UK organic and vegan foods market with a new range of plant-based cereals under the W.K.Kellogg brand.

The company said the five-strong range will be ‘completely unique to the cereal market, offering differentiated natural flavours at an accessible price point’.

Named after Kellogg’s founder William K Kellogg, the W.K.Kellogg brand was born through a focus on wholesome food trends and aims to drive ingredient-conscious consumers to the mainstream cereal market.

The range consists of: no added sugar granolas (in apricot and pumpkin seeds, and coconut cashew and almond flavours), organic wholegrain wheats (original, and raisin) and super grains (cranberry, sultana and spelt).

W.K.Kellogg UK and Ireland brand manager Emma Birks said: “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.  

“The brand will satisfy consumers searching the aisles for organic, vegan-friendly foods with natural flavourings 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.”

Supported with £8 million media spend across 2018, W.K.Kellogg cereals will be shipping from December this year for a January launch, retailing for between £2.99 and £3.79.