Kashi has launched two organic breakfast cereals that have been approved for WIC in several US states, including Texas, Utah, South Carolina, Vermont, Maine, Maryland, Iowa and District of Columbia.
Nutrition security and access to affordable, healthy foods is a recognised benefit to both the healthcare system and the country’s economy, which is why making nutritious foods available to support consumers at risk an ever-growing priority.
A vital helping hand
More than 6.2m women, infants and children currently participate in WIC. The programme is more vital than ever before, particularly as COVID-19 amplified the importance of nutrition security and equitable access to health services.
In most WIC state agencies, WIC participants receive checks or vouchers to purchase specific foods each month that are designed to supplement their diets with specific nutrients.
Different food packages are provided for different categories of participants, and include infant cereal, iron-fortified adult cereal, whole-wheat breads and other whole-grain options, along with vitamin C-rich fruit or veggie juice, eggs, milk, cheese, peanut butter, dried and canned pulses ad canned. Plant-based option were also recently added.
Kashi is the latest brand to jump on board, having followed strict criteria to get WIC approval, keeping in mind nutrient profile, price, product availability, container size and programme management costs.
Disallowed are formulas used solely for the purpose of enhancing nutrient intake or managing body weight; enzymes, herbs, or botanicals, flavouring or thickening agents, and sports or breakfast drinks, among others.
With its recent WIC acceptance, Kashi’s organic cereals will make eating well a lot easier for thousands of families across the eight states, with a further roll-out to other states expected to follow.
Available in two options - Honey Toasted and Warm Cinnamon – the cereals offer a good source of fibre and nearly half the recommended daily dose of whole grains. They provide a well-balanced option at the breakfast table and even as an on-the-go snack.