Back to the Roots is introducing two organic breakfast ranges and a snack product to the US market.
The California-based firm said its Organic Stoneground Flakes at US$4.99 are made from "three simple ingredients" – organic, non-GMO, 100% stoneground whole wheat from the state, sea salt from the San Francisco Bay and organic cane sugar from Florida. It is the first stoneground product to be fully sourced in the US, Back to the Roots claimed.
Organic Breakfast Toppers at $5.99 are a combination of organic seeds, fruits and nuts that are designed to be sprinkled on breakfast cereal or yoghurt. Varieties include raisins, sunflower seeds, and buckwheat; dates, coconut and chia seeds; and blueberries, almonds and buckwheat.
In snacks, the company is also offering Organic Stoneground Crisps at $1.99. These come in "convenient 100 calorie, one ounce bags that are perfect for grazing on the go", Back to the Roots said.
All the products come in packaging designed to reduce their environmental impact.
"Our guiding mission is to undo food, to return it to its simplest, most pure form," Back to the Roots co-founders Nikhil Arora and Alejandro Velez said. "We believe that food should come from a kitchen, not a lab, and we wanted to provide a wholesome alternative to the options currently lining store shelves. With the Organic Stoneground Flakes we created a simpler, delicious, and more nutritious cereal packaged in innovative, fun and sustainable packaging."
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The initial roll-out of Organic Stoneground Flakes will see the product available in Whole Foods and Costco stores throughout the US, as well as on Amazon Prime.