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Shaking up breakfast time: Kellogg’s launches first vegetable cereal

The cereal giant tested different vegetables before settling on carrot as a winner.

28 January 2019
ambientbreakfastNPDsupermarketsvegetables

Carrots are not something you’d expect to find in a cereal from Kellogg’s– a brand that is best known for its Coco Pops and Rice Krispies – but for the first time in its 113-year history, it is launching a cereal containing vegetables.

The new SKU is a no-added sugar raspberry, apple and carrot granola, and follows a growing millennial food trend for sweet and savoury combinations for breakfast, according to the food company.

Over the last 12 months, food developers at the Kellogg’s food technology department in Manchester have been exploring vegetable and fruit combinations for its organic granola range. Many vegetables were tested, but carrot provided the sweetness, earthiness, colour and crunch that they were looking for.

“Creating a granola with a vegetable was a balancing act,” said cereal inventor for Kellogg’s UK and Ireland, Sarah Bulfield. “All sensory aspects had to be taken into consideration: texture, colour and most importantly flavour. The sweetness from the apple and the sharpness of the raspberry is all balanced with the earthiness and subtle sweet notes of the carrot pieces.”

Carrot is also a staple vegetable that has been a key ingredient in sweet goods since the 16th century, when the first carrot cake is known to have been made, explained the brand.

Charitable cereal

The new granola joins the W.K. Kellogg range, which was launched in 2018 with a selection of vegan cereals made from organic, simple, plant-based ingredients.

It includes Super Grain Granolas with flavours like cocoa, cashew, almond and spelt, along with cranberry sultana and spelt. Organic variants include wholegrain wheats with the option of raisins, as well as granolas with apricot and pumpkin seed, and coconut, cashew and almond.

The latest addition will be available at all major supermarkets, while a plain, no-added-sugar Simply Granola will be offered at the lower price point of £3.49 for 570g, compared to £3.79 for the rest of the range.

For every pack from the range sold, Kellogg’s will also donate 10p to programmes that provide breakfasts for people in need and projects that support sustainable and natural farming practices.

The vegetable cereal marks another first in Kellogg’s history, the company added. In 1923, the Kellogg group became the first in the industry to hire a dietician, and in 1969, the group were the first to provide breakfast for Neil Armstrong, Buzz Aldrin and Michael Collins during their groundbreaking Apollo 11 trip to the moon.

Carrot cake inspo

But Kellogg’s is not the first to introduce carrots into the cereal aisle. Back in 2017, Dorset Cereals released a limited-edition spiced carrot and apple muesli into Waitrose and Sainsbury’s for £3.99. Described as being inspired by carrot cake, it consisted of rolled and toasted flakes with carrot, dried fruits and crunchy pecans, spiced with warming cinnamon and nutmeg.

The new Kellogg’s cereal is part of a trend for using vegetables in a range of unexpected products. Waitrose introduced vegetables cheesecakes last year, including avocado and beetroot options, while plant-powered puddings also feature on a range of restaurant menus. Additionally, Cambridgeshire-based start-up The Veggie Plot landed in Ocado last August with vegetable yoghurts in flavours like beetroot, cucumber and dill, avocado, Mediterranean roast veg and red pepper.

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