The Kellogg's All-Bran Prebiotic cereals are a new product range that will offer consumers a way to support their gut health on a daily basis by increasing their intake of healthy foods. The products each contain chicory root, which is a prebiotic fiber that will support the good bacteria found in the gut. The cereals will start hitting store shelves in January 2020 and will be supported by an expansive campaign that educates consumers on the benefits of fiber.
Kellogg's UKI Brand Activation Manager Florence Florence Kayll spoke on the Kellogg's All-Bran Prebiotic cereals saying, "With 26% of UK consumers claiming to they eat less fibre than they should, it is really important we educate our shoppers to understand the importance of having fibre in their diets. Our All-Bran range contains almost 40 per cent of the recommended daily allowance of fibre (11g). This new food gives us an opportunity to grow this historic brand and keep Kellogg’s at the heart of the gut health trend."
Gut Health-Supporting Cereals
The Kellogg's All-Bran Prebiotic Cereals Boast Bowel Benefits
Trend Themes
1. Prebiotic Fiber Foods - Opportunities for companies to develop and promote food and beverage products that contain prebiotic fiber to support gut health.
2. Gut Health Education - Opportunities for companies to educate consumers on the importance of fiber and gut health, and provide accessible information on healthy eating habits.
3. Functional Cereals - Opportunities for companies to innovate and develop cereals that not only taste great but also provide functional health benefits to consumers, such as those that support gut health.
Industry Implications
1. Food and Beverage - Companies in the food and beverage industry can capitalize on the growing trend towards gut health by creating and promoting products that contain functional ingredients such as prebiotic fiber.
2. Health and Wellness - The health and wellness industry can develop educational campaigns that help consumers understand the importance of gut health, and promote positive behaviors such as a fiber-rich diet.
3. Cereal Manufacturing - Companies in the cereal manufacturing industry can innovate and develop products that incorporate functional ingredients such as prebiotic fiber, to meet consumer demand for healthier options that support gut health.