Kellogg has launched a raft of breakfast products in the US, including new Mini-Wheats, Pop Tart and Special K lines.
The company has developed the first non-shredded cereal for its Mini-Wheats brand and added a “new take” to its Pop-Tart portfolio.
Kellogg said Mini-Wheat Crunch would “appeal to the 20% of consumers who do not prefer shredded cereal”.
Pop-Tart Oatmeal Delights are “lightly frosted and sprinkled with toasted cinnamon oat crumbles on a baked oat flour crust”.
Other new products developed include a whole grain cereal targeted at children using the Scooby Doo brand. Kellogg has also rolled out a “limited-edition” Special K Chocolatey Strawberry cereal.
“At Kellogg, we have a clear understanding of the evolving lifestyles, taste preferences and nutrition needs of our consumers,” said Doug VanDeVelde, senior vice president of marketing and innovation for Kellogg’s morning foods arm.

US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataKellogg reported higher sales but a fall in profits from its US morning foods arm in the period to 29 September. Sales were up 1.6% to US$2.83bn but operating profit slid 2.4% to $479m.