Kellogg taps whole grains with Frosted Flakes Gold

by Eric Schroeder
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BATTLE CREEK, MICH. — The Kellogg Co. has introduced Kellogg’s Frosted Flakes Gold, a cereal that combines the traditional taste of Kellogg’s Frosted Flakes but with 10 grams of whole grain baked in honey.

Frosted Flakes Gold contain 3 grams of fiber, 2 grams of protein, 10 grams of sugar and is made with rice, corn bran and milled corn, which compares with regular Frosted Flakes, which has 1 gram of fiber, 1 gram of protein, 11 grams of sugar and is made with milled corn.

"As a good source of fiber and 10 grams of whole grain, Kellogg’s Frosted Flakes Gold is not only a nutritious choice, but it also gives kids energy at breakfast and snack time," said Jennifer Garrett, director of nutrition marketing, The Kellogg Co.

The launch of Kellogg’s Frosted Flakes Gold comes a little less than three years after the company attempted to build on the Tony the Tiger brand recognition with the introduction of Tiger Power, a lightly sweetened whole grain wheat cereal that was viewed as a competitor to Cheerios.

Shaped like a tiger paw, Tiger Power was expected to fill "an unmet need in the marketplace for a great-tasting whole grain cereal rich in key nutrients kids need more of, including protein, fiber and calcium," the company said at the time of the product’s launch. But Tiger Power failed to deliver, and was removed from store shelves by 2006.

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