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

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.