Supporting Health and Wellbeing

Supporting Health and Wellbeing

W.K. Kellogg was the original wellbeing visionary. Founding Kellogg as a plant-based company, he understood, valued and communicated about the nutrition and benefits of plant-based diets and their impact on a broader world.

Today, according to researchers in a variety of fields, the world faces three interconnected and significant risks:

PHYSICAL WELLBEING – With all of the scientific knowledge the world has today, we can begin to shift our view from treatment of illnesses to one of overall wellbeing.

EMOTIONAL WELLBEING – The pillars of community – family and friendships – are changing. Kellogg has an opportunity to help people form important connections, which often involve food.

SOCIETAL WELLBEING – We face a future of food insecurity brought on by our growing population, climate vulnerability and malnutrition. We must find a way to feed more people within our planetary boundaries.

Kellogg, and our plant-based foods, plays an important role in addressing these needs through our overall approach to wellbeing.

  • A plant-based diet is known to promote physiological wellbeing by providing the right balance of macro- and micro-nutrients that feed and create a diverse microbiome, which supports immune health, mood and sleep quality.

  • Food, by its very nature, brings people together. This togetherness fosters social and emotional connections that provide nourishment and welling in the broadest sense.

  • Also, as a leading global plant-based food company, we are uniquely placed to help tackle the urgent issue of food security by sustainably producing and ensuring access to our nutritious foods.

By unlocking the power of our foods in this way, we fulfill our purpose of nourishing families so they can flourish and thrive.



In 2015 and 2016 respectively, we launched global Breakfast Food Beliefs and Snack Food Beliefs to help address the dual food security challenges of undernutrition and obesity identified in U.N. SDG 2 – Zero Hunger and 3 – Good Health and Wellbeing. We are on track to achieve these goals and intend to soon launch new Food Beliefs to reinforce our overall wellbeing commitment. In the meantime, we continue to be inspired to increase nutrients of need, reduce sugar and sodium, and remove artificial colors and flavors from our portfolio.

  • In 2018, Kellogg Latin America reformulated Kellogg’s Special K® cereals. The foods now include antioxidants, Vitamin D, folic acid, Vitamin B12, iron, zinc and calcium.
  • Kellogg Europe has continued its work reducing sugar in Kellogg’s Coco Pops®. In 2018, Kellogg cut sugar by 40 percent. This follows our 14 percent sugar reduction in the popular cereal in 2017.
  • In the U.S., we made fortification changes to Kellogg’s® cereal to focus on key nutrients of need, including Vitamins A, C, & E. Vitamin D was added to all of our cereals. Therefore, all of our cereals now deliver an excellent source of iron and folate.
  • In South Africa, we reduced sodium in our cereals and are adding more vitamins and minerals to Kellogg’s Corn Flakes®, Kellogg’s All-Bran Flakes® and Kellogg’s Special K®.

  • We recently joined other food and beverage companies in Brazil committing to reduce sugar in our foods by 2022. This decision follows our earlier work reducing sugar in our cereals in Europe as reported in our 2017 Corporate Responsibility Report.
  • Kellogg Canada reduced added sugar in its cereals and now has five foods labeled Sugar Wise with 1-4 grams of sugar per serving including Kellogg’s Rice Krispies®, Kellogg’s Brown Rice Rice Krispies®Kellogg’s Corn Flakes®, Kellogg’s Crispix ®, and Kellogg’s Special K Original®.

  • We continue to see positive consumer response to our Kellogg Europe W.K. Kellogg cereals and granolas with no added sugar.

  • Kellogg added RXBAR® to its family of brands in 2017. RXBAR® continues to introduce new clean-label, whole ingredient protein bar flavors, nut butters and RXBAR Kids® to help people get the protein they want with no added sugar.

  • Globally, we’ve removed artificial colors and flavors from the vast majority of our foods.

We also recently reformulated our cereals in Latin America to meet new nutrition requirements. Our efforts also continue to align with the World Health Organization’s Global Action Plan for the Prevention and Control of Non-Communicable Diseases.


The importance of the microbiome

At a time when 92 percent of Americans rate maintaining digestive health as important to their overall health, Kellogg introduced new brand HI! Happy Inside™ in the U.S. in late 2018. This 3-in-1 cereal delivers prebiotics, probiotics and fiber to feed and foster a diverse microbiome. This innovative new food will be introduced in most Kellogg regions in 2019 and 2020.

Recent clinical research reaffirms the digestive benefits of wheat bran and barley, two of the main ingredients in Kellogg’s All-Bran® in Japan. To encourage even greater enjoyment of this good-for-you food, the local team has added strawberry, mango and raisins to the recipe.


Vegetarian and vegan choices

As more people become familiar with the health and planet benefits of a plant-based diet, Kellogg’s® cereals, snacks and other foods continue to increase in popularity. Our company’s roots are in grain-based foods and today 86 percent of our cereals, snacks and other foods are vegetarian[1].

Some people prefer a vegan diet with no dairy or eggs. MorningStar Farms® line of meatless options, widely available across the U.S., recently introduced several new vegan products and announced plans to convert its entire product line to be 100% vegan by 2021. A number of other Kellogg brands also have vegan options, including W.K. Kellogg® cereal and granolas in Europe, Be Natural® in Australia/New Zealand, Kashi® in Canada and the U.S., and Bear Naked® in the U.S.

[1] Represents foods sold in our six core markets, which represent the majority of our worldwide sales, in 2018.



Accessibility and affordability

As we continue to grow our company by expanding our business in emerging markets, addressing hidden hunger and ensuring accessibility and affordability of our foods become even more important considerations. In some Latin American countries, more than 80 percent of retail sales occur in small, high-frequency stores. Our transition to bags and single servings helps drive a price point that makes our nutritious foods, as well as our snack foods, accessible to many more people. We’ve deployed a similar strategy in Nigeria and Egypt that brings our nutritious foods to more families in these important emerging markets. Our work in all three of these geographies focuses on distribution of our fortified foods to consumers in disadvantaged communities.




Kellogg is furthering scientific discovery and sharing nutrition information with a wide variety of stakeholders across our value chain. Our work in this area begins with the internal and external research and development community, and ends with consumers. Along the way, it touches farmers who grow our ingredients, suppliers and our customers. Following are highlights of Kellogg Company’s efforts to advance nutrition education in 2018.

Sharing the good news about gut health

From healthcare professionals to communities and consumers, Kellogg further amplified its fiber education initiatives in 2018.

  • In the U.K., we hosted a webinar on The Prebiotic Potential of our Diets – Fiber and More in conjunction with the British Nutrition Foundation. Experts from Kings College London, University of Reading, the British Nutrition Foundation and KU Leuven shared information on the health benefits of prebiotics in creating a diverse microbiome, where they are found in the diet and why they are important from a public health perspective.

  • In Canada, general practitioners, registered dieticians and diabetes educators learned more about the multiple benefits of psyllium fiber found in Kellogg’s All-Bran Buds® and Kellogg’s All-Bran Multi-Grain Crunch® cereals via a variety of educational materials. Grounded in science, the materials provided important facts and information for these healthcare professionals to share with their patients.

  • To help healthcare professionals and consumers better understand the importance of the microbiome and significant health benefits of fiber, Kellogg Australia/New Zealand created unique “Gut Bacteria Zoos” for people to browse interactive displays and see giant models of gut bacteria. People could also get their Good Gut Score after taking a simple quiz. The attention-getting approach worked. Research showed that people got the message that fiber helps the good bacteria in the gut thrive.




New approaches help people get the nutrition they need

People want information to help them make healthy food choices, but they often don’t have time for extensive research. That’s why we regularly leverage our consumer-facing communication channels and expertise to find innovative ways of sharing this information.

  • In the U.S., we partnered with the Women, Infants and Children Program (WIC) that provides nutritious foods, nutrition education, healthcare referrals and skills training to help families at nutrition risk create sustainable habits that result in positive health outcomes. We also created a Family Meals Month campaign and app that highlighted how to use WIC foods to make affordable and delicious meals that bring the family together and partnered with three retail customers – Vons and Stater Brothers in California and Spartan Nash in Michigan – who helped share this information with more than 300,000 families.

  • Our U.S. Specialty Channels team created a special website and information for school foodservice directors that provides them with menu-planning tools that deliver the nutrition kids need.

  • With two out of three U.S. girls and many women missing key nutrients in their daily diets[1], Kellogg's Special K® opened the Shortfall Supermarket in New York City on October 11, the International Day of the Girl, in partnership with the United Nations Foundation's Girl Up. To highlight this nutrition gap and the role food plays in living life at full strength, free Shortfall Supermarket reframed the grocery shopping experience with aisles organized by nutrients instead of food categories.

  • Kellogg Korea launched its #Nutritiongram on Instagram (kelloggsnutrition_kr) to share nutrition information with healthcare professionals in Korea who are interested in health and food. Already, the account has nearly 1,200 followers.

[1] What We Eat in America, NHANES 2007-2010, individuals 1 year and over (excluding breast-fed children and pregnant or lactating females), dietary intake data. Prepared by the Food Surveys Research Group, Beltsville Human Nutrition Research Center, Agricultural Research Service, U.S. Department of Agriculture.


Participating in the scientific community

In 2018, Kellogg co-sponsored two meetings of nutrition scientists at the University of California Los Angeles Microbiome Center:

  • The Human Microbiome: Time for Effective Translation French American Innovation event that brought together microbiome scientists from the U.S. and France for a discussion on the latest gut health science, collaboration and translation from science to medicine; and,

  • 7th International Dietary Fiber Conference of the International Association for Cereal Science and Technology.

    For 23 years, the Kellogg International Prize in Nutrition is awarded each year to a nutrition professional actively engaged in research to benefit populations in non-industrialized countries through the American Society for Nutrition (ASN).

  • We also sponsor the American Association of Cereal Chemists Nutrition Division Best Student Research Award for Grain Nutrition Science that recognizes students presenting high-quality nutrition research on the benefits of grains.

  • In Latin America, through our Apoyo a Proyectos de Investigación en Nutrición (APIN) initiative from our Kellogg’s Nutrition and Health Institute (INSK), we recognize the effort of Mexican and Colombian researchers from public and private centers who have made relevant contributions to the local health needs in these populations.