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Kellogg enters UK organic and vegan market with plant-based cereals

By Douglas Yu

- Last updated on GMT

This is Kellogg's first time to enter UK's organic and vegan foods market.  Pic: Kellogg
This is Kellogg's first time to enter UK's organic and vegan foods market. Pic: Kellogg

Related tags Sugar Flavor Kellogg Ireland

Kellogg will bring a range of plant-based cereals under the W.K.Kellogg brand to the UK in January 2018.

The move marks the company's first time to enter the country’s organic and vegan foods market, said Kellogg.

The product line includes two granola flavors without added sugar – coconut, cashew and almond; and apricot and pumpkin seeds, as well as two organic cereals made with wholegrain and wheats – classic and raisin flavors. Additionally, Kellogg will introduce a super grain granola that contains cranberry and spelt.

All of these products, ranging from £2.99 ($3.94) to £3.79 ($4.99), will be supported with £8m ($10.54m) media spend across 2018, Kellogg said.

Emma Birks, W.K.Kellogg brand manager for the UK and Ireland, said, “The [cereals] range is crucial to our portfolio.”

“We’re committed to creating foods which suit changing consumer diets and with people increasingly seeking more plant-based foods… The brand will satisfy consumers searching the aisles for organic, vegan-friendly foods with natural flavorings and the ‘no added sugar’ label,”​ she added.

Birks noted that timing is “key”​ to launching the product line.

“January is a fundamental opportunity to catch consumers adopting new, more wholesome diets and, we’re well positioned with W.K.Kellogg to help retailers do so,”​ she said. 

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