Consumers will see the new information on the back of cereal boxes using the SPOONS acronym, including:

• S - Simple ingredients: Many Kellogg's cereals are made with ingredients consumers would find in their pantries, cooked in a similar way they'd make grains at home, just in larger batches. In fact, 75% of Kellogg's cereals are simply puffed, toasted, flaked, or shredded, the company says.
• P - Protein: Cereal and milk bring grains and protein together to offer an easy, effective solution for building meals to help manage hunger and support wellness, WK Kellogg notes. In fact, a bowl of cereal and milk has as much (or more) protein as an egg.
• O - Outstanding fiber: Wellness starts with fiber, yet almost 95% of people don't get enough. Fiber-focused cereals can help people close that gap. WK Kellogg has more than 140 options that have 3-17 g of fiber per serving.
• O - Other nutritious foods: Cereal makes it easy to create balanced meals, bringing whole grains, fruit and dairy together to give people choices they can feel good about.
• N - Nutrients you need: Cereal provides essential vitamins, minerals, and nutrients—such as fiber, whole grains, iron, and folate— that most people don't get enough of in their daily diet. With most cereals being consumed with milk there is the added benefit of calcium and vitamin D.
• S - Single-digit sugars: Cereal offers a variety of sugar levels to fit consumers' lifestyles, including options with single-digit added sugar. Nearly half of WK Kellogg's cereals have 10 g or less of added sugar per serving.

The architect of SPOONS, Chief Wellbeing and Sustainable Business Officer Sarah Ludmer, RD, says the attributes, messages and visual presentations were tested with consumers to ensure they could easily understand and trust the information SPOONS provides.

"We gained a great deal of consumer insight from the SPOONS work, including the fact that cereal eaters were surprised and excited about the simplicity, fiber content and single digit sugars of our cereals," says Ludmer. "As more people are looking for simple, high nutrition foods —especially when it comes to fiber and protein—this provides a clear and compelling way to re-introduce people to a beloved and trusted food that's been in Americans' kitchens for more than a century."

SPOONS is the latest initiative in WK Kellogg's long legacy of pioneering cereal transformation, it says. In addition to creating the first cereal flake, the company was among the first to create a nutrition label identifying key nutrients on pack, hire a full-time dietitian to help guide the formulation and nutrition of its food, and include recipes, in particular fiber recipes, on back of cereal packages.

SPOONS is part of the company's overall business strategy to surge growth of the $10B U.S. cereal category, it notes. Chief Growth Officer Doug VanDeVelde says cereal is still one of the most popular household staples—with 50 million boxes purchased every week—and now is the time to be deliberate and disruptive in continuing to make cereal culturally relevant.

"Cereal has been an American favorite for more than 120 years," says VanDeVelde. "This year we've really dialed up our marketing by leaning into fiber with humor in our big game ad, launching SPOONS and introducing new innovations into our portfolio. As a newly private company we have a lot of runway to do big things and we are highly optimistic about the future of the category and our brands."

Ferrero Group is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.