Kellogg adds fibre to cereals in US and Canada

Posted by Janice Wong on 5th June 2009

Kellogg Company, the world’s leading producer of cereal, has announced that it will add fibre to many of its ready-to-eat cereals in the US and Canada. In recognition that fibre is an important nutrient, and building on the company’s 100-plus year commitment to fibre, it proposes, by the end of 2010, nearly 80 percent of its US ready-to-eat cereals will be at least good to excellent sources of fibre.

David Mackay, Chief Executive Officer of Kellogg says that the announcement is progress in the company’s aim to continually improve the nutrition profile of products without compromising taste or quality.

“A year ago we changed what and how we market to children and reduced the sugar and sodium in a number of our cereals. Now, Kellogg is adding an important benefit – fibre – to our foods while maintaining their great taste,” he said.

According to What We Eat in America National Health and Nutrition Examination Survey (NHANES) 2005-2006, fibre has many benefits; including helping to keep children’s digestive systems healthy so they can absorb nutrients. However, the study shows that children ages 6-12 get, on average, only 12 grams of fibre daily – well below the recommended intake.

“Kellogg cereals are a trusted mainstay of family breakfast tables. Adding fibre without changing the taste kids love is an ideal way to help parents increase their children’s daily fibre intakes,” said Celeste Clark, Senior Vice President of Global Nutrition and Corporate Affairs.

NHANES also reports that adults only get about half the recommended fibre intake, minimising the benefits of fibre, which can improve digestive health and reduce the risks of heart disease and type 2 diabetes.

“As a practicing pediatric nutritionist, I’m pleased to see Kellogg move to increase the fibre in its cereals, especially those that are popular with children,” said Keith Ayoob, Associate Clinical Professor in the Department of Pediatrics at Albert Einstein College of Medicine.

“I’m on the ‘front lines’ every day and understand how important it is to find foods that strike a balance between what we know kids need and what we know they want’,” he said.

In the US, Kellogg already has ready-to-eat cereals that are at least a good source of fibre including Frosted Mini-Wheats, Kellogg’s Raisin Bran and All-Bran. The cereals with added fibre are set to be released in US store shelves in August.