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Kellogg woos careful eaters.

BATTLE CREEK, Mich. -- Kellogg Co. has debuted several items specifically aimed at the growing number of health-conscious consumers.

For example, the line extensions in the company's Frosted Flakes and Froot Loops cereals have one-third less sugar than previous offerings. In addition, they do not contain any artificial sweeteners.

"We're confident that we have two new products that parents and kids will enthusiastically like," says Jeff Montie, president of Kellogg's Morning Foods Division North America.

Kellogg's Frosted Flakes and Froot Loops One-Third Less Sugar products sell for a suggested retail price of $3.69 for a 17.5-ounce box and $3.39 for a 13.3-ounce offering.

The additions to the company's Nutri-Grain Muffin bar line are said to contain less fat than most large muffins sold over the counter in such locations as delis, Kellogg claims. To enhance demand for the new 1.6-ounce blueberry and banana muffin bars, the supplier has put nine essential vitamins and minerals as well as real fruit, grains and oatmeal in them.

Meanwhile, Kellogg has expanded the Special K bar brand with two flavors--peaches and berries and cranberry apple. With 90 calories per serving, the bars should appeal to a wide variety of consumers seeking healthier snack options, the company states. Their ingredients include real fruit, rice and wheat, and the items also have yogurt topping.

Even though Kellogg intends to debut more healthful snacks, it does not expect the current intense interest in low-carbohydrate items to continue for long. "I've been in the industry for almost 29 years," says Carlos Gutierrez, the company's chairman and chief executive officer. "You learn to see these things coming through, and it always appears that they are going to stay. That isn't to say that the low-carb trend isn't real, but I think it has peaked."

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Title Annotation:Merchandising
Article Type:Brief Article
Geographic Code:1USA
Date:May 3, 2004
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