Kellogg focuses on healthy eaters

Kellogg is planning to strengthen its health credentials with All-Bran Crunchie Oat Bakes – understood to be among a number of healthier cereals due to be launched this year.

The aim of the range is to offer a tasty alternative to plain bran that will not be full of calories and sugar. The Crunchie Oat Bakes, to be launched this summer, are small squares made from bran and oats featuring flavours such as cinnamon.

One industry insider says Kellogg is focusing on the development of a range of healthier products under all its existing brands to sit alongside its core range of cereals.

The launch is expected to receive support as part of a brand campaign for All-Bran. Last year, Kellogg spent &£3m promoting the brand with a campaign starring the former Star Trek actor William Shatner. It asked consumers to see if they could feel the difference after two weeks of eating All-Bran for breakfast every day.

The new campaign is also expected to highlight the health benefits of oat and bran-based cereals. There are already several All-Bran variants, such as All-Bran Yoghurty Bran Flakes and All-Bran Apricot Bites.

Kellogg has clashed with health campaigners and the Food Standards Agency over the past few months as part of a consortium of food companies that supports the use of Guideline Daily Amounts (GDAs) as opposed to the FSA-endorsed “traffic light” system of nutritional information on packaging.

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