Frequently Asked Questions
Do you give back to the community in any way?
Helping people in need has been at the core of the Kellogg Company since W.K. Kellogg made the first corn flake. We support lots of different initiatives through the W.K Kellogg Foundation, and from the beginning of 2021, Kellogg has globally delivered approximately 10 million serves of food to people in need.
Through our global Better Days program, we have committed to feeding 375 million people in need by the end of 2030.
What do you do to limit your environmental impact and increase your social impact?
Taking care of our planet is very important to us and we’re committed to creating Better Days for Aussies and Kiwis by helping to build a better future for the next generation. In Australia and New Zealand, we have already donated over 40 million breakfasts to families in need since 2013.
Looking ahead, work has already been done to further reduce water use across our business, send zero waste to landfill, and responsibly source our ten priority ingredients - which are corn, wheat, rice, potatoes, cocoa, sugar beets, sugar cane, palm oil, fruits and vanilla.
A great example of how we’re leading in this space is through the Cool Soil Initiative. This is a partnership with Mars Petcare, Manildra, Allied Mills, Corson, Charles Sturt University, the Food Agility CRC and the Sustainable Food Lab, which works alongside Australian wheat farmers to explore farming practices that could help improve soil health and crop yields, while reducing on-farm GHG emissions and building greater resilience against climate change.
Why do you use uncertified sustainable palm oil?
Although we are a very small user of palm oil (0.1 percent), we have been committed to responsibly sourcing palm oil since 2009. All of the palm oil that is used in our products is sourced from a combination of the Roundtable of Sustainable Palm Oil (RSPO) Certified Segregated supply chain, RSPO Mass Balance mixed-source supply and the purchase of Green Palm certificates.
We are always working with our global suppliers to source fully traceable palm oil from certified sources that are economically, socially and environmentally responsible, and working toward 100 percent RSPO physically certified palm oil by the end of 2025. Our suppliers must adhere to a strict set of criteria that ensures forest and peat lands, and human rights are all protected.
We are committed to help combat deforestation, support forest restoration, and provide direct support to smallholder farmers and forest communities. We also continue to explore other potential ingredient solutions, however today palm oil is unique in its ability to provide volume and texture in baked goods, usually without adding trans fats.
Are the plastic bags in your New Zealand packaging recyclable?
In 2020, we joined the NZ Soft Plastics scheme which is part of The NZ Packaging Forum family, and invests and promotes recycling solutions so we can all keep New Zealand green and clean. The launch of the project has been an important milestone in learning the recycling process and heading towards a more sustainable future for generations to come. Find your nearest Soft Plastics Recycling bin centre using the store locator here.
Why did you stop putting small plastic figurines and other promotional items in cereal boxes?
We loved giving away freebies in our pack and at Kellogg’s we have very strict guidelines on the type for freebie we give away making sure your health and safety is never compromised and never will be. We stopped giving away free items in box as research showed that people preferred value added, higher value free items, so we started doing promotions like hourly draws to win cool gear, electronic gadgets like Go- Pros and even X-boxes.
However, every now and then we bring back the freebies in box, a few years back we gave a way cereal clips and a series of Nickelodeon Spoon Straws in specially marked packs.
What is a whole grain cereal?
Whole grain cereals contain flakes that include all three parts of the natural grain. The whole grain includes:
1.Germ – at the centre of the grain and the embryo of the seed
2.Endosperm – the layer around the germ, which contains carbohydrates and protein and is there to nourish a new plant
3.Bran – surrounds the endosperm and is rich in fibre.
Do you pay for star ratings? How does it work?
We definitely don’t. You can’t buy stars… you have to earn them! It’s what’s in our cereal that gets the stars.
The Health Star Rating system is a government-led initiative. This is how it works. Companies who want to put Health Star Ratings on their packs use a calculator (or formula) to figure out how many stars a product gets. The formula is based on the Australian Dietary Guidelines. The calculator looks at many things including the fibre and protein content as well as how much salt, sugar or saturated fat is in it. The system then gives the food a star rating depending on all those factors. You can learn more on the Health Star Ratings’ website here.
We have updated all of our cereal boxes so you can see the stars on the front of the pack when you shop. Remember the system is designed for comparing similar products, like cereal versus cereal, not cereal versus yoghurt.
The star rating system is voluntary at the moment so not all companies do it, but we think it’s a very useful tool for people to compare foods at a glance when they’re standing in the supermarket aisle, which is why we’ve had ratings on all Kellogg’s cereals since the end of 2015. We are working on doing the same for snacks too, and we’re aiming to have this all done before the end of 2018.
What is Kellogg’s position on human rights issues such as modern slavery and child labour?
As a leading food company, we’ve always been committed to protecting, respecting and advancing the cause of human rights across our value chain and we believe doing so is central to maintaining a responsible, ethical and equitable business.
We recognise that Kellogg and companies like ours have a major role to play in advancing and protecting human rights. To ensure that we are delivering on this, we are actively supporting human rights, both globally and locally, through a number of initiatives which include:
- Protecting farmers and worker rights, combatting forced and child labour, and ensuring a safe and healthy workplace for all.
- Driving equity, diversity and inclusion across our business through enhanced leadership commitments for equitable representation, investing in continued training and development and strengthening external multicultural partnerships.
We’re also working to ensure human rights are protected, not only in our own operations but across the breadth of our supply chain. The actions we are taking both within our own operations and with our external partners are detailed within our recent Modern Slavery Report. Our actions are focused on driving the biggest impact and are the foundations of how we do business.
Do you have plans to ever remove Coco Pops as a product?
We can assure you that Coco Pops won’t be disappearing from supermarket shelves anytime soon. Coco the Monkey (who’s now over 50 years old!) is a key member of our Kellogg’s family and we couldn’t bear to part with him, especially considering all the fond memories so many Aussies have of him! We have also recently launched Coco Pops gluten free that looks and tastes just as good as the original – but without the gluten!
How much processing is done to your products?
In general, the process of making cereal is pretty simple – first we cook grains with some sugar, malt extract and salt for flavour and fortify them with nutrients. They’re then dried, before being shredded, flaked, puffed or toasted. Depending on the variety, they’re then mixed with other ingredients like fruits, nuts or coated with honey for added taste.
While our recipes vary slightly, the core process for making one of our cereals is similar across the range. The simple steps of making Corn Flakes® are similar to how you’d make them in your own kitchen.
What does 'LCM' stand for? Is it an acronym or just three letters put together?
We have heard it could be Little Crunchy Munchies or Light Crispy Morsels. The truth is it doesn’t actually stand for anything at all. We wanted to find a name that was catchy and a bit different and LCMs seemed to hit the mark. We wish we had a better story for you, but we just liked the way the letters sounded together!
What makes Special K taste so good?
Special K tastes great because of its awesome three grain recipe of rice, corn, and wheat. Plus, it's one of our highest protein cereals, giving you a good start to your day.
Why have males never featured in Special K adverts?
At its heart Special K has always been a brand that is targeted towards a female audience. When it first hit shelves, over 50 years ago now, it was a product that met the needs of woman of the time – tasty, nutritious and 99% fat-free.
We know that times, and Aussie consumers, have changed in the past 50 years – so has Special K. You might not be seeing men in our adverts anytime soon, but the brand is evolving to have a much stronger focus on well-being.
Will you be bringing back Corn Pops to the New Zealand market?
Unfortunately, we don’t have plans to bring back Corn Pops at the moment. That said, never say never! If enough people ask us, you never know! We’ve had to drop a few cereals over the years to accommodate people’s ever-changing tastebuds and make way for delicious new varieties.
Why is your gluten free cereal more expensive?
We have been working on our gluten free Corn Flakes and Special K for a long time – creating a (tasty) cereal without gluten is quite a tricky thing to do! We’ve had some great feedback on the taste so far with lots of people saying they taste just as delicious as the original, non-gluten free versions.
The higher prices of our gluten free cereals compared to original Special K or Corn Flakes is due to a range of factors, but mostly comes down to the complexity involved as well as the special precautions we need to put in place to ensure a 100% gluten free product for coeliacs.
Why did Kellogg's choose to have their first Gluten Free Cereal (Special K) made in South Korea rather than Australia?
Our Australian factory produces many products containing gluten and because we take a claim like Gluten Free very seriously, we knew we were unable to produce a wholly gluten free product here. As our factory in Korea already met gluten free requirements, we opted to have the cereals made there instead.
We knew there was a strong demand for these products in Australia and we wanted to get them on cereal shelves for you as soon as possible. No matter where our food comes from, we ensure that it all meets Kellogg Quality standards and Australian and New Zealand Food Standards and Regulatory Requirements.
What is your most popular cereal?
Nutri-Grain is definitely the most popular, but we don’t like to pick favourites though, we have so many great breakfast products that we’re proud of, like some of the old favourites such as Corn Flakes, Sultana Bran and Rice Bubbles, which have been a staple of New Zealand pantries for over 90 years.
What are the four ways that breakfast is found to improve the performance?
Breakfast is an important meal of the day. Kids who skip breakfast find it hard to make up for those lost nutrients and may find they lack the energy to perform certain tasks effectively in the classroom.
In fact, children who have breakfast get better cognitive and behavioural scores than kids that don't. What’s more, we know that it’s the kids that eat breakfast cereal who have better nutrient intakes across the day, are more likely to meet their nutrient requirements and are less likely to be overweight.
All in all, there are plenty of reasons for kids to grab a quick bowl of cereal for brekkie.
What could you do to reduce the sugar content and retain the flavour?
Today, we have removed more than 700 tonnes of sugar from our portfolio – that’s the equivalent to the weight of around three and a half blue whales! We have reduced sugar in some of our cereals including Nutri-Grain and Coco Pops.
Nutri-Grain now contains 25% less sugar and almost halved the sodium content. It took us a long time – almost a decade – to perfect this new Nutri-Grain recipe while maintaining the same taste and crunch that Australians know and love
We’re always looking at ways to improve our food to better meet customer demands. That being said, sugar does play an important role in our cereals for taste, texture and colour, so we don’t release any product revisions unless we’re satisfied that the recipe has been perfected.
To find out more about how and why we use sugar in our cereals, click here
What is the best cereal for diabetics?
We recommend that you consult your doctor or dietitian regarding which foods are likely to affect your blood sugars and review our products and their Nutritional information here.
Which cereal is the most fortified with iron and as wheat free as possible?
We’ve put together a list of our products that are made without wheat. As for iron, we’ve also included the percentage of the recommended daily intake of iron each of these products provides – check it out below.
Product Name Iron Coco Pops® 25% Corn Flakes 25% Rice Bubbles® 25% Corn Flakes Gluten Free 20% Sultana Bran® Gluten Free 20% Crunchy Nut® Corn Flakes 15% Special K® Gluten Free 15% Frosties® 10%
The Kellogg’s boxes are currently framed to an adult diet. Why do Kellogg’s not include nutrition information for children’s diets given they have kid’s cereals?
Given our cereals are loved by so many children, it is a shame to not be able to include the nutrition information on the boxes for our kids. However, it is a legal requirement that the nutrition info we provide on pack is based on the average adult diet.
What breakfast foods give you the best start to the day? Why?
Our in-house dietitians recommend including all of the elements of what we call a balanced breakfast to make sure you’re getting everything you need to start the day: grains, dairy (or alternatives like soy) and fruit or protein. A delicious combination you can try would be a whole grain or high fibre cereal served with some milk or yoghurt plus sliced fresh fruit like kiwi or strawberries.
The things to look for in a cereal are fibre, wholegrain, protein and essential vitamins and minerals. One of our favourites is Sultana Bran, which is a tasty all-rounder, high in fibre and in wholegrain and is delicious mixed with hot milk or yoghurt. The All-Bran range and Sultana Bran are a great choice as is our Special K Nourish range and the Special K Protein Granola. We have some of the healthiest (and tastiest) cereals on the shelf – so we recommend you take a look in the aisle to see what looks the best to you!
Click here to find out more information on the benefits of grain-based cereals.
After supermarket costs and profit; after warehousing, depreciation, general administration, interest, research and development, taxes, corporate overheads and profit; after sales and marketing; after advertising; after packaging; after freight; after labour; after ultra-processing; after the miller or grain operator has done their bit; after all of that—what percentage of the retail price of cereal does the farmer get?
To clarify right off the bat, Kellogg’s does not pay or employ farmers directly. Instead, we have contracts with suppliers that manage these relationships and purchase the grains direct from the farmers at a price based on the current market. This price differs based on the amount of grain that we require, the type of grain we are sourcing and the overall economy. The specific amounts fluctuate, but you can find out what the current grain prices are on the ASX website.
Where do the sultanas in Sultana Bran come from?
The majority of our ingredients are sourced from local Australian suppliers; but some of the minor ingredients are sourced from a variety of global suppliers in Europe, USA, China, Turkey, Argentina etc. Specific locations can change depending on availability, but at the moment our sultanas are imported from Turkey.
The quality of all our ingredients is just as important to us as it is to you! All of our ingredient suppliers, regardless of where they are in the world must meet a whole range of stringent regulatory requirements (things like third party audits, food safety and compliance to all applicable regulations, including those set by the Food Standards Australia New Zealand (FSANZ), as well as our own Kellogg’s Good Manufacturing Practices (GMP’s), and Hazard Analysis and Critical Control Points (HACCP) before we enter into any supply agreements. You can find out more about how we are working with our Turkey suppliers in our 2021 Modern Slavery Report here.