Dive Brief:
- As part of its unveiling of more than 40 new products late last month, Kellogg Co. introduced its Origins cereals, granolas, and European-inspired muesli brand, which focuses on simple, natural, and traditional ingredients.
- Origins products contain ingredients like ancient and traditional grains, including oats, barley, spelt, quinoa, and Kamut Brand Khorasan wheat, as well as fruits, nuts, and seeds, including apricots, apples, cranberries, walnuts, almonds, cashews, and pumpkin seeds, according to Food Business News.
- However, though Kellogg highlights that these products contain no artificial flavors or hydrogenated oils, they do have some more complex ingredients, such as sulfur dioxide, ammonium bicarbonate, sodium bicarbonate, calcium carbonate, soy lecithin, and glycerin. They also contain corn syrup.
Dive Insight:
These brands are meant to attract customers who have abandoned processed foods for healthier, more natural foods with fewer chemicals and complex ingredients. Kellogg is by far not the only company to move in this direction, as companies like Nestle, Hershey, and General Mills have also promised to do the same.
Where Kellogg may want to be careful is in its labeling and marketing of the Origins brand.