Kellogg by Kids

POSTED: April 2, 2021

Guess what Susann Heinz, WK Kellogg Brand Manager, said recently!

She said that,

“By kids for kids” is the inspirational force behind Kellogg’s newly created plant-based breakfast cereal, called WK Kellogg By Kids. With children themselves appointed as the taste-testers of the cereal line, the cereal launch includes fruit and vegetables and is touted as being a “healthy, kid-friendly choice for finicky eaters, all without adding extra sugar, artificial colors, sweeteners or flavors.

The opportunity to develop our first no-added-sugar extruded cereal was exciting and challenging all at the same time. We worked with our suppliers to explore possible options and invented a coating that delivers on texture and taste without using added sugar – truly innovative as it has never been done before at Kellogg’s.

The cereals come in two sorts: blueberry, apple and beetroot, and strawberry, apple and carrot. I saw both of them in Prisma the other day and bought a packet of blueberry, apple and beetroot.

They certainly have no sugar or sweeteners, and they appear to have very little flavour. I tasted them dry, without any kind of milk, and then in a bowl with oat milk. I would not have recognised any of the advertised ingredients either wet or dry.

Having said that, they did not taste horrible or unpleasant. They simply did not taste of much at all. I can remember a cereal from my childhood that tasted of nothing, and it too came in hoops. It failed to lodge in my memory though, so I have no idea of its name.

They make a perfectly acceptable base for adding real berries to, though, so I have nothing to complain about. I will work my way through the box before switching back to my regular Weetabix.