Whole grain and low fat drive Kellogg innovation

By Laura Crowley

- Last updated on GMT

Related tags Nutrition

Kellogg Company's new product launches are designed to meet the
continuing trend for healthy indulgence, with kids' cereals that
embrace whole grain and more varied healthy adult cereals.

The company has invested $40m in expanding W.K. Kellogg Institute for Food and Nutrition Research (WKKI) in Michigan, and has launched a host of innovative products for the US and worldwide, tapping into consumer demand for nutritious products. "In 2007, approximately 17 percent of net sales or almost $2bn were delivered through innovations launched in the last three years,"​ said Donna Banks, senior vice president of global innovation. "We're very excited about the expansion of our WKKI facility and about our new product offerings launching this year." ​The company is also increasing its Morningstar Farms range, saying it now offers more quick dinner options for busy families, as well as adding to its snacks collection. Cereals ​The World Health Organisation's (WHO) latest projections indicate that globally, in 2005, approximately 1.6bn adults were overweight and 400m were obese. It further predicts that by 2015, 2.3bn adults will be overweight and more than 700m will be obese. In a recent survey conducted by Datamonitor, 65 per cent of Europeans and Americans said they made active attempts to more healthily in 2005-2006. However, at the same time, respondents said taste was the most important factor in food choices, showing a demand for healthy indulgence. Kellogg has adapted its Special K brand to include a cinnamon pecan variation. It said this offers more taste options to people wanting to maintain a healthy weight. Similarly, it has introduced an All-Bran Strawberry Medley and additions to its Special K bars, again extending choice. For children's cereals, the company has made well-known cereals healthier. It has introduced a Frosted Flakes Gold and Animal Planet Wild Animal Crunch, which both contain 10 grams of whole grain. Whole grains have received considerable attention in the last year, especially in the US where the FDA permits foods containing at least 51 percent whole grains by weight and are low in total fat, saturated fat, and cholesterol to carry a health claim linking them to a reduced risk of heart disease and certain cancers. Dinners and snacks ​Datamonitor's recent study also presented statistical results that showed 35 per cent of consumers are choosing at least one healthy snack every day. Consumption of healthy snacks is expected to rise by 9 per cent by 2011 as people continue to lead busy lives that require eating on the go. Kellogg seems to be directing innovative products to these trends, introducing, for example, sugar free snacks and cookies in cups that break apart from each other for easy portable snacks. It has also extended its Morningstar Farms range, for dinner options that are intended to be quick yet nutritious. New products include veggie cakes, veggie patties and French toast waffles.​ Kellogg Company has sales of nearly $12bn in 2007. It said this makes it the world's leading producer of cereals and a major player in convenience foods.

Related topics Ingredients Kellogg

Related news

Show more

Related products

show more

Dairy proteins now available from Univar Solutions

Dairy proteins now available from Univar Solutions

Content provided by Univar Solutions | 20-Sep-2023 | White Paper

Foodology by Univar Solutions proudly partners with Leprino Nutrition as their North American distributor of nutritional ingredients and dairy products.

Clean Label Ingredients for Shelf-Life Extension

Clean Label Ingredients for Shelf-Life Extension

Content provided by Lesaffre | 19-Sep-2023 | White Paper

Product waste skyrockets without anti-staling agents and mold inhibitors. But consumers are scrutinizing labels more than ever before. How can you have...

Sustainability Claims Impact on Consumer Purchases

Sustainability Claims Impact on Consumer Purchases

Content provided by ADM | 07-Sep-2023 | Insight Guide

Discover what consumers say about sustainability claims versus what they do in the grocery aisle. Find out in this can’t-miss proprietary study from ADM:...

Cost-effective & efficient: Angel Prebake Solution

Cost-effective & efficient: Angel Prebake Solution

Content provided by Angel Yeast – Yeast and Baking Ingredients | 31-Jul-2023 | White Paper

After years of systematic research and practical application in the production process and essential ingredients for frozen dough, Angel's pre-bake...

Related suppliers

Follow us

Products

View more

Webinars