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Cereal giant uses vegetable ingredient - carrot - for the first time in new granola

For the first time in its 113-year history, Kellogg’s has launched a cereal containing a vegetable – CARROTS.

The new, no added sugar Raspberry, Apple and Carrot Granola has been added to W.K. Kellogg Granola range, following a growing millennial food trend for fruit and vegetable, and sweet and savoury combinations for breakfast.

Over the last 12 months food developers at the Kellogg’s food technology department, based 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.

Cereal inventor for Kellogg’s UK and Ireland, Sarah Bulfield, said: “Creating a granola with a vegetable was a balancing act. 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.

“We have spent the last 12 months developing and growing our W.K. Kellogg no added sugar range. Invented in our Manchester food tech labs, the exciting move to explore vegetable recipes has allowed us to do what we do best – create a new cereal that will shake up breakfast time.”

Carrot is 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.

Named after Kellogg’s founder, William Keith Kellogg, the W.K. Kellogg range launched in 2018 with a selection of nutritious, vegan cereals made from organic, simple plant-based ingredients.

The cereal marks another first in Kellogg’s history. 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 the legendary Neil Armstrong, Buzz Aldrin and Michael Collins during their ground-breaking Apollo 11 trip to the moon.

In the spirit of the philanthropic values of W.K. Kellogg, for every pack of W.K. Kellogg cereals sold, Kellogg’s will donate 10p to programmes that provide breakfasts for people in need and projects that support sustainable and natural farming practices.

The W.K. Kellogg range will be available at all major supermarkets. A plain no added sugar Simply Granola will be offered at the lower price point of £3.49 for 570g vs £3.79 for the rest of the range.

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For more information please contact the Kellogg’s press office on 0161 236 2277 or email /