"At Kellogg, we LOVE breakfast. To us it's so much more than just a meal. We passionately believe in the power and promise that comes from eating the right breakfast. It's the first fuel for our bodies-nourishing us for today, tomorrow and for life." That's what the Kellogg's website says about its passion for good breakfast.
As such, Kellogg's will soon be producing all-natural cereals and snacks, according to a report from Reuters.
Following the clean label lead of other companies, Kellogg's declared Tuesday that it aims to stop using artificial food coloring and artificial flavors by the year 2018.
The 109-year-old company that has been producing popular cereal breakfast choices such as Corn Flakes®, said that 75 percent of it cereals in North America are now being made with no artificial coloring and more than 50 percent without artificial flavors.
Food Product Design quotes Kellogg North America president, Paul Norman, saying, "We know consumers are looking for foods with simpler ingredients, and work is well underway to answer that call."
"Further, we have been working to remove artificial colors and flavors across Kelloggs' branded cereals and a variety of Kelloggs' branded snack bars, as well as Eggo frozen goods. Our goal is to complete this transition by the end of 2018," Norman adds.
On the other hand, Reuters reports that Cheerios Cereals maker, General Mills Inc., said that it plans to have 90 percent of its cereals free of artificial coloring by 2016. The company is now up at 60 percent in the present time.
Both companies experienced a drop in American sales due to a growing preference for natural foods compared to the demand for processed foods and cooked meals.
Kellogg reported a 5.1 percent drop in sales in its second quarter revenue. Although this topped expectations, this was the seventh time that sales had fallen.
Snack sales in the U.S. dropped 2 percent, and sales in the U.S. morning foods or breakfast category dropped 2.2 percent.
Since 2013, Kellogg has been running a cost-cutting plan since 2013, and is allocating the savings it had to enhance its "Special K" brand and launch healthier options like granola and muesli as part of the company's lineup of products.
Sales of the Special K cereals improved after it was repackaged as a "wellness" option rather than a diet food.
Now, eating Kellogg's breakfast cereals and snacks just became healthier. Kellogg's Cereals include, but are not limited to:
Corn Flakes®
Froot Loops®
Frosted Flakes®
Frosted Mini Wheats®
Krave®
Raisin Bran®
Rice Krispies®
Special K®
"We know that beginning the day with you is a privilege so we'll continue to do our best to earn a place at your table every morning," says Kellogg in its website.
