Per its global Better Days™ well-being commitment, Kellanova aims to nourish
1.5 billion people by 2030 by creating affordable and accessible foods that deliver
nutrients of need, including whole grains, fibre, and protein, whilst also address-
ing micronutrient deficiencies.

History and reformulation

In Europe, many Kellogg’s® breakfast cereals by Kellanova are made with whole
grain ingredients. More than 90% of the company’s cereal portfolio are a source
of fibre and 60% are high in fibre. Its All-Bran® range has a long-standing leg-
acy of providing fibre and whole grains. Other recipes made with whole grains
include Kellogg’s Extra® and Crunchy Nut® granolas with whole grain oats as
well as Special K®, Rice Krispies® Multigrain Shapes, Coco Pops Jumbos®, and
Coco Pops®, Loops.

Since 2011, Kellanova has removed more than 54,000 tonnes of sugar from its
European breakfast cereals. Reformulation efforts have focused on improving
the children’s cereal range, which include Rice Krispies®, Miel Pops®, and Coco
Pops®. This has resulted in a 122% increase in fibre, 33% reduction in sugar, and
42% reduction in salt. In 2023, the Coco Pops® and Miel Pops® ranges were refor-
mulated to include more whole grains without compromising taste. For example,
Coco Pops Jumbos® were reformulated to include whole wheat, increasing whole
grain content to 43% and fibre by 118%. Miel Pops® Loops also saw an 11%
increase in whole grain content.

Product innovation

Kellanova has introduced several new whole grain products in recent years. In
2022, it launched Special K® High Fibre Granolas in Red Berries and Chocolate
flavours that are made with whole oats, wheat flour, and puffed barley. These
granolas contain 71% and 66% whole grain respectively. They are high in fibre,
low in salt, and contain oat grain fibre to support gut health*.

In 2025, the company expanded its range of whole grain cereals for families with
the launch of Kellogg’s Oaties™. Available in Original Crunch and Choco Crunch,
these cereals are made from 59% and 55% whole grain oats respectively. They
are developed to deliver a crunchy, multi-layered texture, and signature crunch,
plus they are high in fibre and a source of B vitamins, iron, and vitamin D.

*Contains 6.0g oat grain fibre per 100g. Oat grain fibre contributes to an increase
in faecal bulk. Enjoy as part of a varied and balanced diet and a healthy lifestyle.