A bold new vision for healthier food choices has emerged from WK Kellogg, a company with a rich history and a recent acquisition by The Ferrero Group. In 2024, WK Kellogg unveiled its Nourishing Food Criteria, a set of ambitious goals to transform the way we think about nutrition and dietary patterns.
But here’s where it gets controversial: WK Kellogg aims to have 50% or more of its entire portfolio meet these criteria by 2025. And this is the part most people miss – these criteria are not just about reducing sugar and fat. They’re about creating a balanced, nutritious approach to food that aligns with dietary guidelines and the latest nutrition science.
For instance, WK Kellogg has limited added sugar to less than 25% of the Daily Value in its cereals, along with controlling saturated fat and sodium levels. But it doesn’t stop there. The company’s cereals must also provide a good source of vitamin D, fiber, or iron, or at least one serving of whole grain or a good source of protein, as defined regionally. These guidelines apply not just to traditional cereals but also to snack products like bites and cereal snacks.
Sarah Ludmer, WK Kellogg’s chief wellbeing and sustainable business officer, shared her vision: “We are passionate about making nutritious foods accessible, fostering connectivity, and respecting natural resources. By focusing on health and happiness through our food choices, we can bring families, kids, and communities together, creating positive change that lasts.”
The company’s SPOONS initiative further highlights the health benefits of its cereals. SPOONS stands for “Simpler than you think” – many cereals have just four or five ingredients, plus vitamins and minerals. It also emphasizes the protein content of cereal, which is often comparable to an egg when served with milk. Additionally, WK Kellogg’s cereals are an “Outstanding choice for fiber” and a way to “bring other nutritious foods along” like fruit, nuts, and seeds. They also provide “Nutrients you need” like vitamin D, calcium, and iron, which are often lacking in diets. And many of their offerings have “Single-digit added sugar per serving.”
Fiber is another key focus area for WK Kellogg. In 2024, the company’s cereals delivered an impressive 5 billion servings of fiber, each providing at least one shortfall nutrient like iron, folate, vitamin D, or fiber. Over 70% of their cereals also contain at least 8 grams of whole grains, addressing the fact that most Americans and Canadians fall short of their daily fiber intake.
“Fiber supports digestive wellness, and adding cereal to a balanced diet can help people meet their daily fiber goals in a convenient, tasty way,” the report states. “Researchers are also uncovering the diverse roles different fibers play in gut health, promoting regularity, and feeding the good gut bacteria.”
While most WK Kellogg cereals already contain less than a tablespoon of added sugar, the company is committed to further reducing added sugars without compromising taste. As of 2023, they’ve reduced added sugars in Froot Loops and Apple Jacks by around 25% and in Frosted Flakes by approximately 8%.
“Over the past 12 years, we’ve been working to improve the nutritional profiles of our cereals, offering a range of options from unsweetened to sweetened that cater to various dietary preferences. We’ve achieved an average reduction of 8% and up to 25% in added sugars for one of our most popular children’s brands (Kellogg’s Froot Loops). The majority of our cereals now contain less than 50 calories from added sugars per regulated serving, which is well within U.S. dietary guidelines, especially considering cereal is often consumed as a meal with milk and fruit.”
WK Kellogg’s Nourishing Food Criteria is a comprehensive approach to healthier eating, and it will be fascinating to see the impact and reception this initiative receives. What are your thoughts on WK Kellogg’s new criteria? Do you think it’s a step in the right direction for the food industry? Share your thoughts in the comments below!