Kellogg’s Wants to Put Vegetables in Your Cereal
Are carrots the future of healthy cereal?
Mass-market breakfast cereal takes many forms, but it generally follows a standard set of conventions. It’s based around grains, and often incorporates fruit or sugar to add a small hint (or a large dose) of sweetness. That formula has stood the test of time, ensuring that breakfast was the one meal a day where we could be safe from vegetables and still get credit for eating healthily. Until Kellogg’s decided to go and ruin everything, that is.
That’s because for the first time in its storied 113 year history, Kellogg’s is releasing a cereal with vegetables in it. This cereal disruption comes via a new edition of the WK Kellogg No Sugar Added granola line, a health-minded range offered in the UK and Ireland. Dehydrated carrot pieces join raspberry and apple to offer what Kellogg’s hopes is a palatable breakfast with a broader nutritional profile than what consumers might be used to.
It took Kellogg’s food technology department twelve months of R&D at its Manchester facility to figure out the optimal fruit and vegetable mix before landing on the aforementioned pairing of carrot, apple, and raspberry, mainly because figuring out how to unobtrusively incorporate a vegetable into cereal was no small feat.
“Creating a granola with a vegetable was a balancing act,” Sarah Bulfield, who holds the enviable position of cereal inventor for Kellogg’s UK and Ireland, said. “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.”
If you’re alarmed by the idea of vegetables in your cereal, it’s worth noting that this healthy eating outbreak is limited to the UK for now. Is it only a matter of time before your Corn Pops contain actual corn and Froot Loops become Froot and Vegetable Loops? That’s looking unlikely at the moment. But with sugary cereals staging a comeback, don’t be shocked if companies like Kellogg’s work more veggies into the mix in order to win over health-conscious eaters.