Kashi: Not enough people know about Kamut Khorasan wheat

By Kacey Culliney contact

- Last updated on GMT

Related tags: Wheat, Cereal

Kashi wants to raise awareness of the nutrition within lesser known grains, its marketing associate director says
Kashi wants to raise awareness of the nutrition within lesser known grains, its marketing associate director says
Kashi says inclusion of Kamut Khorasan wheat in its organic granola should drive awareness of the nutrition-dense, lesser known grain.

Kashi has included the trademarked ancient grain in its limited edition cocoa coconut granola, sold exclusively in Target stores across the US. Kamut International owns the trademark for the high energy wheat which is rich in protein and minerals.

Andy Shripka, associate director of marketing for Kashi, said Kellogg had chosen Kamut because of its strong nutritional profile and story potential.

“We don’t believe that enough people know about Kamut Khorasan wheat, which is exactly why we’ve introduced it in a tasty new granola,”​ he told BakeryandSnacks.com.

“Kashi is passionate about the nutrition that comes from diverse combinations of whole grains. We are also passionate about raising the awareness of the nutrition within lesser known grains."

Shripka said Kashi would wait for consumer feedback on the product to decide if Kamut would be used in other Kellogg products.

Kamut dedicated to brand building

Trevor Blyth, CEO of Kamut International, welcomed Kellogg's move.

“We have talked with representatives of Kashi several times in the past about possibilities and have wanted to be one of Kashi’s ‘grains on a mission’ for a long time,” ​he said.

“… It appears that with this ‘organic promise’ line, [Kashi] is focusing on ingredients that have a strong connection and value with organic consumers. Since Kamut brand wheat is always grown certified organic, this is a natural fit.”

KAMUT_ceo
Trevor Blyth, CEO of Kamut International

Kamut Khorasan is grown by a number of organic farmers in Montana, Alberta and Saskatchewan.

The inclusion in another big cereal brand would assist the company’s long-term goal of driving brand awareness for its Kamut wheat, Blyth said.

“Education that Kamut is actually a brand name - and not the name of the grain - that carries guarantees including being grown exclusively certified organic and that the variety will always be preserved in its original form without modification is still a major focus for us.”

Kamut for breakfast

While the Kashi Kamut granola was the first contract with Kellogg, it was not the first time the company has worked with breakfast cereal manufacturers.

Kamut wheat is also used as the main ingredient in cereals from Arrowhead Mills and Nature’s Path, as well as in blend form in cereals from Cascadian Farm and Bob’s Red Mill. 

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