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13 Nov, 2017



Kellogg’s will enter the organic and vegan foods market with a new range of, plant-based cereals under the W.K.Kellogg brand.

The five-strong range – including two ‘No Added Sugar’ granolas - will be completely unique to the cereal market offering differentiated natural flavours at an accessible price point*.

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

The five SKUs include: No Added Sugar Granolas (Apricot & Pumpkin Seeds / Coconut Cashew and Almond), Organic Wholegrain Wheats (Original / Raisin) and a Super Grains Granola (Cranberry, Sultana and Spelt), delivering high taste credentials through wholesome grains and natural flavours. 

Emma Birks, W.K.Kellogg brand manager for the UK and Ireland, said: “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.  

“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; 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 £8m media spend across 2018, W.K.Kellogg cereals will be shipping from December this year for a January launch, ranging from £2.99 RRP (Organic Wholegrain Wheats) to £3.79 RRP (Granolas).


*All products in the W.K. Kellogg range are suitable for vegans.

The No Added Sugar label refers two granolas in the range: Apricot & Pumpkin Seeds / Coconut Cashew and Almond

There are naturally occurring sugars in all products in the W.K.Kellogg range.

Organic products in the W.K.Kellogg range are the Organic Wholegrain Wheats (original and raisin).

For more information and images, please contact the Kellogg’s press office on 0161 869 5500 or email

Notes to editors:

In keeping with William Kellogg’s ambition ‘to make quality products for a healthier world’, 10p from every pack will be donated to Kellogg’s global sustainability programme, Origins, and the Kellogg’s Breakfasts for Better Days programme which supports almost 3,000 breakfast clubs across the UK.