Kellogg’s introduces vegan cereal with added vegetables

In a new addition to its plant-based, No Added Sugar Granola line under the brand name W. K. Kellogg, Kellogg’s has unveiled a new variant appealing to consumers who follow veganism.

For this No Added Sugar Granola option, the vegan cereal incorporates dried raspberry, apple and carrot inclusions in its ingredients, and Kellogg’s states in the labelling that it has no artificial sweeteners. This acknowledges concerns consumers may have about the sugar content of cereal, and supports the rising need for ‘cleaner’ labels of products.

It also increases its options for consumers looking for more plant-based products on the shelves.

Sarah Bulfield, cereal inventor for Kellogg’s UK, said: “Creating a granola with a vegetable was a balancing act.

“All sensory aspects had to be taken into consideration: texture, colour, and most importantly flavour. The sweetness from the apple and the sharpness of the raspberry is all balanced with the earthiness and subtle sweet notes of the carrot pieces.”

The current W. K. Kellogg range includes No Added Sugar Granolas (apricot and pumpkin seeds/coconut cashew and almond), Organic Wholegrain Wheats (original/raisin) and a Super Grains Granola (cranberry, sultana and spelt). The addition of the raspberry, apple and carrot option will further the brand’s outlook for healthier cereal options.

The new cereal will be released in the UK later this year.