NASHVILLE, TENN. — Naturally Sweet Baking Co., a food technology company developing and manufacturing products that incorporate natural whole fruit into the American diet, has launched a new on-line store at The store will sell the company’s fruit cereal, which is non-perishable and sold in single-serving, stay-fresh packages, direct to consumers.

Each 1¾-oz package holds the equivalent of two servings of fresh fruit, according to Naturally Sweet. The cereal contains no added sugar, colors, flavors, fat or cholesterol. It also is considered a safe alternative for people requiring a gluten-free diet.

"Our fruit cereal is a healthy alternative to traditional breakfast cereal," said Kathy Jordan, president of Naturally Sweet Baking Co. "While being made of only fruit, it still offers the same crispy, crunchy texture of popular cereals on the market. It is a new and delicious way to get two servings of fruit in a single serving of breakfast cereal."

The new cereal currently is available in two varieties: Sweet Jordan Apples and Tart Jordan Apples. The company plans to add pear and apricot flavors later this summer.