Kellogg’s, the world’s leading cereal producer, has announced the launch of a new cereal which is designed to replicate the taste of a blueberry muffin.

The blueberry muffin has long been a palate pleasing breakfast food and Kellogg’s is aiming to capitalise on their popularity by introducing a more convenient way to eat them.

Kellogg’s believe that, due to the time consuming nature of either making muffins or purchasing freshly-baked muffins, there is an opportunity to provide an option which tastes similar but reduces time cost.”With new Kellogg’s Frosted Mini-Wheats Blueberry Muffin cereal, the whole family can indulge in the classic blueberry muffin taste simply with milk and a spoon,” the company claims.

The cereal is clearly aimed toward time-poor mothers and attempts to tap into the health-conscious consumer with the use of whole-grain wheat in the product.

“New Frosted Mini-Wheats Blueberry Muffin cereal is perfect for families that want a wholesome, convenient breakfast while enjoying a great blueberry muffin taste,” said Matt Lindsay, senior brand manager of Frosted Mini-Wheats.

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