WK Kellogg Co has unveiled a new vegan cereal brand, Eat Your Mouth Off, in fruity and chocolate flavour varieties.

The cereal puffs contain 22 grams of plant-based protein per serving, with 0 grams of sugar and 2 grams of carbs. The brand lists soy protein isolate, pea protein isolate, canola oil, lentil protein and oat fibre among its ingredients.

Sadie Garcia, senior marketing director at WK Kellogg Co, said: “It’s been just a year since this team, driven by curiosity and a hunger for something new, began envisioning cereal not only as a nutritious option, but as a way to inject fun into your breakfast, snack, or meal experience. Crafted specifically for Zillennials in pursuit of a brand that mirrors their unique personalities, our latest creation is an unfiltered expression of the no-nonsense ethos that we, as a brand, represent. There’s no sugarcoating here – it’s a high-protein option that doesn’t sacrifice taste.”

This latest innovation stands out from WK Kellogg’s existing cereal line-up as many of its products are not vegan. Special K and Muesli both contain added dairy, including whey powder, milk powder or yogurt, and its Bran Flakes, Frosted Flakes and Fruit & Fibre brands are fortified with Vitamin D3 sourced from lanolin, a wax that is secreted in sheep’s wool.

The new cereal will rollout into major US retailers this month for an RRP of $8.99 per box.

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