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Kellogg’s launches pop-up cereal café to celebrate new W.K. Kellogg by Kids

Kellogg’s has launched an official Kellogg’s cereal café for kids, run by kids, as part of a launch campaign around the breakfast brand’s first new cereal launch in over 20 years.

To celebrate the launch of its new W.K. Kellogg by Kids, the first children’s product to include fruit and vegetables with no added sugar, the brand has enlisted the creative talents of Taylor Herring for the PR campaign, including the opening of its pop-up cereal café.

The launch of the new cereal follows research that has highlighted the ‘evolving palate of Britain’s children’, revealing that over two-thirds of kids – 66 per cent – have a more varied diet than their parents had. Healthy choices lead the way as apple – 52 per cent – topped lists of snacks kids are most likely to request from their parents.

In light of the research, a pop-up cereal café with a twist has launched– designed for and run by kids themselves; complete with mix-your-own cereal dispensers, colouring-in tables and a full-sized doodle wall.

To launch the café, celebrity mum Myleene Klass was invited to be one of the first to try a bowl of W.K. Kellogg by Kids at the café.

“I think children are definitely having a re-education around their food – I remember just wanting burger and chips but the girls are more likely to go for the likes of apples, blueberries, avocado or even sushi,” said Klass.

“Mornings can be mad in our house so it’s amazing to know that breakfast is easy. A cereal with fruit, veg, no added sugar, plus the whole family think it tastes great – what more could you want?”

A Kellogg’s spokesperson added: “It’s amazing to see the changing tastes of the UK, especially coming from the younger generation. Our kid’s panel of experts knew exactly what they wanted when it came to creating this brand new breakfast cereal and it’s everything you’d expect kids to love – delicious and fun.”

W.K Kellogg by Kids is the first children’s cereal to include fruit and vegetables and comes in two tasty flavour variants that the whole family will love: Strawberry, Apple and Carrot and Blueberry, Apple and Beetroot.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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