W K Kellogg

Kellogg’s W.K. Kellogg is a new range of delicious plant-powered cereals and granolas. Named after our founder William Keith Kellogg, the range is the fruit of our 100 years of experience transforming grains into tasty cereals. It introduces variants of new tasty and nutritious plant-based foods: no added sugar, organic and vegan.

• Supergrains Granola Cocoa, Cashew & Almonds

• Supergrains Granola Cranberry, Sultana & Seeds

• No Added Sugar Granola Apricot & Pumpkin Seed

• No Added Sugar Granola Cashew, Coconut & Almond

• Organic Wheats

• Organic Wheats Raisin

In the W.K Kellogg range, we’ve used a variety of different wholegrains like oats, wheat, barley and rye blended them with a range of ingredients like coconut to create a range with different flavours and textures. Some include nuts like almonds and cashews, as well as seeds such as chia, flax and sunflower seeds, and fruits such as apricots, cranberries and sultanas.

So, each cereal is deliciously different.

We asked our customers what they wanted, and what they didn’t want. The response was clear: people want cereals with a delicious combination of grains, nuts and seeds with no added sugar or artificial colours / flavourings.

So that’s exactly what we created.

There’s an increasing demand for more natural choices at breakfast time. So, we felt it was the perfect time to launch a tasty new range of cereals with no added sugar, organic and vegan options.

Plant-based eating is a diet based on foods derived from plants with fewer animal products such as meat. It is a term used to describe vegan, vegetarian and semi-vegetarian diets.

Plant-based eating helps to promote more sustainable nutrition, a single concept used to describe the overlap between sustainable food production and consumption of a nutritionally balanced diet - bringing together the desire for better overall outcomes across the whole food system - both for human health and for the ecosystems that people and food production depend on.

To us, plant power is a philosophy. Every grain of W.K.Kellogg is made with a plant-first mindset, and we carefully consider every single ingredient. Each box is free from artificial colours or flavours, and is packed with delicious, responsibly sourced ingredients.

No, none of the variants in the W.K Kellogg range are fortified. They are all a source of naturally occurring magnesium.

Yes, all are vegan in the UK and Ireland.

We recognise that consumers tastes are changing and that people want more choice at breakfast, such as organic and vegan, so these are areas we will continue to explore.

In some foods, we use vegetarian Vitamin D, sourced from a non-vegan origin. So, some of our other cereals are unsuitable for anyone either currently on a vegan diet, adopting a vegan lifestyle or who choose products from non-animal sources.

When we created the W.K Kellogg range, we selected our ingredients very carefully whilst still offering variety in the range for different tastes. We have products with no added sugar and the sugar content starts as low as 2.4g per 100g / 1g per serving.

No. We recognise that this is something that people want less of, so none of the products in the W.K Kellogg range contain artificial colours or flavours.

No, none of the variants of W.K. Kellogg contain palm oil.  We made the whole range without using palm oil as we know this is something people want less of in their food.

No. None of the food made and distributed by Kellogg’s in Europe contains ingredients derived from GMO.

Since 1906, the paperboard of our cereal boxes has been recycled and today over a lot of our food packaging comes from recycled content.

The outer cardboard of the W.K. Kellogg box is made from recycled materials and is recyclable, however the inner liner bag is made from PE (polyethylene) and is only recyclable in specialist locations.

The WKK range will raise $1.2m (€1,000,000) to support projects that promote sustainable agriculture and provide breakfast for those in need in Europe.

Since the of launch WK Kellogg range of cereals in 2018, we’ve sold 4.59 million packs in the UK and raised £459,000 for good causes. Up until the end of March 2020 we had donated £350,000 to hundreds of breakfast clubs in the most disadvantaged areas of the UK via donations of £1000.00 per school. Schools are able to spend this money on anything that enables the breakfast club needs to run well including food, crockery, cutlery, toasters etc.

The balance of funding has supported Kellogg’s Origins programme in the UK where Kellogg funds activities and projects (that are free for the farmer) which improve yields and at the same time reduce environmental impact.

10p from every pack goes towards two charities:

Game and Wildlife Conservation Trust – Origins

GWCT is a Charitable Trust. They use science to use science to promote game and wildlife management as an essential part of nature conservation.

Their charity page provides more information: https://www.gwct.org.uk/

Forever Manchester – school breakfast club grants programme
Forever Manchester is a charity that raises money to fund and support community activity across Greater Manchester. Their Charity Commission page provides more information.
http://apps.charitycommission.gov.uk/Showcharity/RegisterOfCharities/CharityWithPartB.aspx?RegisteredCharityNumber=1017504&SubsidiaryNumber=0

So of the £459,000 raised through pack sales from launch to the end of March £350,000 was used to support breakfast clubs and £109,000 Origins, so 76% on breakfast clubs and 24% on Origins.