Kellogg unveils breakfast innovation

by Keith Nunes
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BATTLE CREEK, MICH. — The Kellogg Co. is introducing a variety of new products targeting the breakfast category. The new products include a range of cereals and oatmeal Pop-Tarts.

Mini-Wheats Crunch is the first non-shredded cereal in the Mini-Wheats line. The new product is a fiber and whole grain cereal with the flavor of brown sugar. The company said it stays crispy in milk and has the same nutrition benefits of regular Mini-Wheats, which include whole grain and 6 grams of fiber.

Scooby Doo is making a comeback at Kellogg with the debut of Scooby Doo cereal. The product is made with whole grain and the cereal pieces are shaped like dog bones. It has 50% of the recommended amount of whole grain and 6 grams of sugar per serving.

The company’s Special K line will be extended with the introduction of Chocolately Strawberry cereal, which is a limited edition item that is targeted toward adults who are watching their weight.

Noting that cinnamon is the fastest growing flavor in the cereal category, Kellogg is introducing brown sugar cinnamon Jacks cereal.

Finally, the company’s Pop-Tarts line is being extended with the introduction of Oatmeal Delights. They are made with toasted cinnamon oat crumbles on a baked oat flour crust and available in two flavors: strawberry and maple brown sugar.

“At Kellogg, we have a clear understanding of the evolving lifestyles, taste preferences and nutrition needs of our consumers,” said Doug VanDeVelde, senior vice-president of marketing and innovation for Kellogg Morning Foods. “We translate those insights into delicious and nutritious options that consumers love.”

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