WK Kellogg Co is highlighting the health benefits of cereal on the box through a new nutrition guide that shows consumers the nutritional content of products, such as Rice Krispies and Corn Flakes.
The cereal company said the tool, called SPOONS, is targeted at consumers who want to make quick, informed choices in a crowded cereal aisle.
The SPOONS acronym, which stands for simple ingredients (S), protein (P), outstanding fiber (O), other nutritious foods, nutrients you need (N), and single-digit sugars (S), will be applied to classic Kellogg’s brands, including All-Bran, Corn Flakes, Frosted Mini-Wheats, Raisin Bran and Rice Krispies throughout the U.S.
The SPOONS framework will be added to the back of cereal packages between now and next year.
“As more people are looking for simple, high nutrition foods — especially when it comes to fiber and protein — this provides a clear and compelling way to re-introduce people to a beloved and trusted food that’s been in Americans’ kitchens for more than a century,” said Sarah Ludmer, Kellogg’s chief wellbeing and sustainable business officer who designed SPOONS.
Changing negative perceptions of cereal
Consumers are more closely watching what they eat and prioritizing ingredients such as protein and fiber while cutting back on sugar and artificial additives.
Companies have been under pressure to make nutrition information more accessible, with the FDA last year proposing a front-of-pack label to help consumers better identify healthy foods.
The Consumer Brands Association, which represents some of the largest food manufacturers in the country, also has a SmartLabel that allows consumers to scan a QR code to access product data, including nutrition data.
By moving forward with its own on-pack nutritional label, WK Kellogg is trying to change the narrative around cereal, which has seen an outsized impact from changing consumers' preferences.
The breakfast staple has seen demand fall as shoppers view the product as highly processed, sugar-laden and lacking many of the daily nutrients they need. Hurried consumers are also turning to more on-the-go options like bars instead of sitting down at home for a bowl of cereal in the morning.
WK Kellogg, which was recently purchased by Nutella maker Ferrero for $3.1 billion, cited consumer research showing many cereal users aren’t aware that cereal is a natural source of fiber and other essential nutrients. The company said cereals are also made from a few, simple ingredients and have less added sugar than most people believe.
A package of Raisin Bran, for example, shows each serving has 7 grams of fiber, and brings protein to the table with 5 grams, or 4% of the total a person needs each day. The new SPOONS label also provides a QR code where consumers can learn about the framework and the benefits of a cereal.
Cereal makers have been launching innovations that contain less sugar or are loaded with nutritional attributes people want, such as fiber and protein.
Better-for-you startup Magic Spoon has grown rapidly with cereals that are sugar free and high in protein. General Mills has introduced a version of its popular Cheerios with protein, as well as Trix and Lucky Charms made with natural colors.
Kellogg’s debuted its own better-for-you cereal called Eat Your Mouth Off in 2024, with each serving containing 22 grams of protein and zero grams of sugar. The Michigan-based food maker has also launched Kashi Gut Health and Frosted Flakes with 25% less sugar.
