France-based AbbottAgra is launching a new cereal, Quinoa Crack, in the UK. 

Founder Jason Abbott said that he decided to launch a cereal in the UK because he believes people are tired of “big corporations feeding us sugar for breakfast”. 

“More and more consumers feel they are being mislead when it comes to the nutritional value of packaged goods – and nowhere more so than in the cereal aisle – we felt it was time for a more honest approach,” he explained. 

Quinoa Crack is made from 100% European-grown quinoa. It is free from additives, sugar and “nutritional rubbish”, the company said.

Quinoa Crack already is being used by broadcaster, food writer and nutritionist Amanda Hamilton in her health retreats. Hamilton is also acting as an ambassador for the start-up brand. 

AbbottAgra decided to initially roll out the brand with direct-to-consumer sales over the internet. Abbott told just-food that this tactic was a “gamble”. He explained that the decision not to go into the supermarket “isn’t about volumes or timing or critical mass. It is about reinforcing the human relationships in these most fundamental human activities of producing and consuming food.”

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By GlobalData

The UK will be the brand’s first market and AbbottAgra has plans to extend it into France. “The UK is the first market we are present in. We are based in France, this is where we grow the quinoa, so we’ll launch over here next,” Abbott revealed.