USA – WK Kellogg Co has unveiled a new vegan cereal called Eat Your Mouth Off, 100% plant-based cereal, marking the first offering since its independent formation after a split from Kellogg’s in October of last year.

 “It’s been just a year since this team, driven by curiosity and a hunger for something new, began envisioning cereal not only as a nutritious option, but as a way to inject fun into your breakfast, snack, or meal experience,” said Sadie Garcia, senior marketing director. 

According to the company, the new cereal contains 22 grams of plant-based protein, 0 grams of sugar and 2 grams of net carbs or less per serving.

The cereals also come in two flavors: Fruity, which consists of toasted fruity puffs, and chocolate, which consists of dark cocoa puffs.

Crafted specifically for Zillennials in pursuit of a brand that mirrors their unique personalities, the latest creation is an unfiltered expression of the no-nonsense ethos that we, as a brand, represent, the company added.

WK Kellogg Co’s brand portfolio includes the full range of cereals that Kellogg’s is known for, including Froot Loops, Frosted Flakes, Rice Krispies, Corn Flakes, and more. Notably, many of Kellogg’s popular cereals include vitamin D sourced from lanolin, a derivative of sheep’s wool.

Despite thousands of signatures on a petition urging the company to switvh to plant-based vitamins, Kellogg’s has not completely phased out lanolin.

However, the introduction of Eat Your Mouth Off aligns with WK Kellogg Co’s strategy to diversify its portfolio in response to shifting consumer preferences towards health foods and plant-based options.

Kellogg’s strategic divisions

In 2022, Kellogg’s announced plans to divide into three separate entities focusing on snacks, cereals, and plant-based foods to unlock the standalone potential for each category.

The company later decided to retain its plant based food operations, citing the promising long-term growth potential of these products. However, it followed through on the cereal division split with the WK Kellogg Co. last fall, and snack entity, Kellanova.

Eat Your Mouth Off will be priced at a starting point of US$8.99 for a 7.5-oz box; however, the price may vary depending on the retailer.

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