US food group B&G Foods today (23 March) launched Cream of Wheat Healthy Grain Instant Hot Cereal.

The company said the launch was a “significant step” in its attempt to reinvigorate the Cream of Wheat brand, which it purchased from Kraft Foods in 2007.

Cream of Wheat Healthy Grain Instant will be available in two varieties — Original and Maple Brown Sugar.

B&G has been keen to emphasise the new products appeal to health-conscious consumers. It is made from 100% whole grain is cholesterol and sugar free and contains fibre, calcium, vitamin D, iron and folic acid.

“Through our marketing and new product efforts B&G Foods is building on the tradition of the well respected Cream of Wheat brand, reminding consumers how good it was, and how good it still is,” said president and CEO David Wenner.

“We are delighted to expand the Cream of Wheat brand with the introduction of the new Healthy Grain line of products that speak directly to consumers’ desire for nutritional products with more whole grain and fibre.”

Initially, it will be available at Wal-Mart and Publix stores. Over the course of the next several months, B&G expects to rollout the new products “at many other leading retail outlets” throughout the US.