UK – Kellogg, an American multinational food manufacturing company, is set to enter the UK organic and vegan foods market with a new range of plant-based cereals under the W.K.Kellogg brand.

According to the company, the five-strong range will be ‘completely unique to the cereal market, offering differentiated natural flavours at an accessible price point’.

Named after Kellogg’s founder William K Kellogg, the W.K.Kellogg brand was born through a focus on wholesome food trends and aims to drive ingredient-conscious consumers to the mainstream cereal market.

The range consists of no added sugar granolas in apricot and pumpkin seeds, and coconut cashew and almond flavours, organic wholegrain wheats-original, and raisin- and super grains -cranberry, sultana and spelt.

“We’re committed to creating foods which suit changing consumer diets and with people increasingly seeking more plant-based foods, the W.K.Kellogg range is crucial to our portfolio,” said W.K.Kellogg UK and Ireland brand manager Emma Birks.

“The brand will satisfy consumers searching the aisles for organic, vegan-friendly foods with natural flavourings and the no added sugar label.

Timing of this launch is key; as 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.”

Supported with the US$9.5 million media spend across 2018, W.K.Kellogg cereals would be shipped from December this year for a January launch, retailing for between US$3.5 and US$4.5