The cold cereal category is one of the most competitive among all grocery categories on Amazon, due to the large number of traditional cereals for sale.
Diabetic Kitchen – which produces low-carb, keto-friendly foods – also made it into the Top 100 grocery companies on Amazon, which lists more than 80,000 individual items.
Its Cinnamon Pecan Granola Cereal was only launched last year, but has already grown into one of the biggest cereal brands in the US.
It is described on the company’s site as ‘a scrumptious indulgence with just 3g net carbs, no sugar added, keto-friendly, low carb, gluten-free, high fiber, Non-GMO, no artificial sweeteners or sugar alcohols.’
The founders of Diabetic Kitchen believe this growth has been driven by the demand for foods suitable for the increasing number of diabetics, a disease closely related to the exploding obesity epidemic.
According to the Centers for Disease Control and Prevention (CDC), more than 100 million American adults are now living with diabetes or prediabetes.
It reported that 30.3 million Americans have been diagnosed with diabetes in 2015.
A further 84.1 million Americans are living with prediabetes – a condition that, if not treated, often leads to type 2 diabetes – of which one in four are unaware they have the condition.
The American Diabetics Association estimated that, in 2017, the disease cost the US $327bn to diagnose, another $237bn in direct medical costs and yet another $90bn in reduced productivity in 2017.
How a LCHF diet can change your life
Vic and Lisa Johnson founded diabetic Kitchen in January 2014, following the need to find foods suitable for Vic, who had been diagnosed with pre-diabetes and fatty liver disease.
Using a LCHF (Low Carb, High Healthy Fats) diet, Vic lost 55 pounds in seven months, reduced his fasting blood sugar by 8%, reduced his triglycerides by 44% and increased his HDL (good cholesterol) by 33%.
“When someone is diagnosed with type 2 diabetes or pre-diabetes, it’s likely to dramatically change their life and the way they manage their diets,” said Vic Johnson, CEO of Diabetic Kitchen.
“The CDC reports the US is closing in on half of the adult population developing either diabetes or pre-diabetes.
“Among children, it’s growing at a 5% annual rate, the highest ever.
“Combine this with a huge increase in the number of consumers wanting products without added sugar and the company is experiencing just the beginning of where we can go with our ‘diabetic food products’.”
The company will be releasing a second variant – Almond Butter Granola Cereal – in May, made with freshly ground almond butter and Canadian grown hemp hearts.
Hemp hearts are shelled hemp seeds, purported to be a complete protein source with a rich fatty-acid profile, containing all the essential Omega 3 fats required for human health.
These fatty acids fight inflammation and protect the heart and immune system.
The company’s product portfolio also includes baking mixes and drinking chocolate that are suitable for diabetics, those with gluten intolerance and anyone interested in healthy food alternatives.
The entire line is available on ecommerce channels, including Amazon, Walmart.com, Netrition.com, as well as the company’s site.
Diabetic Kitchen is a resident start-up of UF Innovate|The Hub at the University of Florida.
Authors: Magnus Bäck and Göran K. Hansson
The FASEB Journal 2019 33:2, 1536-1539