Food Service & Agriculture, Manufacturing, and Retail

Food maker creates new cereal brand

November 14, 2018
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Kellogg Happy Inside cereal bags
Courtesy Kellogg Company

A food maker is rolling out a new cereal brand intended to foster digestive health via three key ingredients.

Battle Creek-based Kellogg Company said today it is now selling HI! Happy Inside cereal, which was developed by dietitians at the company’s W.K. Kellogg Institute for Food & Nutrition Research.

“This new cereal provides a proactive real-food solution to people who want to incorporate more prebiotics and probiotics into their diet,” said Aleta Chase, marketing director, HI! Happy Inside.

Ingredients

HI! Happy Inside features a blend of fruit, yogurty pieces and whole grains. It comes in three flavors: strawberry, blueberry and coconut.

The cereal’s key nutrients — prebiotics, probiotics and fiber — are designed to support digestive wellness in the following ways, according to Kellogg:

  • Probiotics are complementary, live bacteria. HI! Happy Inside delivers 1-billion CFU live probiotics from active strain.
  • Prebiotics, which are soluble, fermented fiber, help feed probiotics, which are “good bacteria” for the gut. HI! Happy Inside has 2.5 grams of prebiotics.
  • Fiber is a nutrient that acts as an agent to help contribute to digestive wellness and overall health. HI! Happy Inside contains 8-9 grams of fiber.

Availability

The cereal is available in 34.5-ounce re-sealable bags at Costco and Boxed for the suggested retail price of $12.99.

Six-cup packs are available on Amazon with a suggested retail price of $13.99.

Individual cups will be available nationwide for the suggested retail price of $1.99 in early 2019 via food, drug, mass and e-commerce channels.

Kellogg

Founded in 1906, Kellogg Company (NYSE: K) offers more than 1,600 foods, including cereal, crackers, savory snacks and frozen foods.

Kellogg had 2017 sales of about $13 billion, down from $14.8 billion in 2013.

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