US cereal maker Malt-O-Meal is to expand into Canada for the first time with the launch of its Sally‘s brand.

Sally’s is the first Malt-O-Meal brand available in Canada, the company said yesterday (29 August). The cereal is available in nine flavours including, Whole Wheat Bundles Raisins & Bran and Marshmallow Moment.

The cereal contains “no artificial flavours, saturated fat or hydrogenated oils, and no high fructose corn syrup,” and all varieties are also “free of cholesterol and trans fat,” the Minneapolis-based firm said.

“It’s been our company’s long-standing mission to help families eat well and save money. And we are excited to help Canadian families do just that with the launch of Sally’s,” Malt-O-Meal corporate communications manager Linda Fisher said.

Malt-O-Meal has emphasised the environmental credentials of the product and said it has partnered with TerraCycle Canada, an international upcycling company. 

The company has packed Sally’s cereal in resealable bags and eliminated the exterior box, which leaves “far less consumer packaging to recycle or dispose of than comparably-sized bag-in-box cereals”, the company said.

Consumers can collect empty Sally’s cereal bags and return them to TerraCycle for upcycling.

“Malt-O-Meal is committed to producing Sally’s cereal in a way that minimizes environmental impact and sustains natural resources for the future,” Fisher added. “Through our partnership with TerraCycle, we’re taking one more step to reduce packaging waste by creating a second life for used Sally’s cereal bags.”

Sally’s cereals are available at Wal-Mart Stores outlets this month, with a suggested retail price of C$3.00 (US$3.06).