Posted on June 25, 2020 by Sustainable Food News

Top natural, organic cereal brand debuts Super Loops

Kellogg's Kashi brand continues to innovate

Kashi Company, which parent company Kellogg Co. calls the top natural and organic cereal brand, has rolled out a new cereal with “single-digit sugar” called Super Loops under its Kashi by Kids brand.

It’s been over two decades since the Battle Creek, Mich.-based multinational acquired Solana Beach, Calif.-based Kashi as a stand-alone subsidiary, but became a division shortly thereafter.

The two new varieties of Super Loops include Chocolate and Berry, and both contain four grams of protein and “single-digit sugar.”

The new cereals will be sold nationwide at Walmart, Amazon, Ahold, Jewel and Hannaford, with additional stores this summer, the company said.

Kashi was re-established as a stand-alone subsidiary in the first quarter of 2015 “in order to optimize future growth potential,” after the business posted a double-digit decline in net sales in 2015, according to a 10-K securities filing, which said the brand “continued to experience softness in the cereal category.”

Kashi had posted lower sales for 2017 as Kellogg said it was continuing to “to stabilize the Kashi brand outside of the natural channel,” and the business was once again rolled into Kellogg’s North America segment in December 2018.

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