Kellogg Expands Further Beyond Flake Cereals With High-Fiber Product Containing Pepita Seeds

A new breakfast cereal – Fibrelicious muesli with pepita seeds – from Kellogg Australia marks the company’s entry into the so-called “superfood” market and a further expansion beyond flake cereals. A Datamonitor analyst says Kellogg is acknowledging consumer perception that traditional breakfast cereals high in calories and sugar are not a particularly healthy way to start the day. The fiber-rich whole grain oats muesli product joins Kellogg’s All-Bran product family and will be available in resealable pouches. The new product family should satisfy consumer interest in seeds and ancient grains like quinoa and chia. The analyst said the addition of the muesli option to the Kellogg line gives consumers “the ability to address [health and fiber content] with a brand that they trust”.