US: Kellogg expands Rice Krispies lineup with ‘fruity’ rainbow offering

Kellogg has given its classic Rice Krispies cereal a “fruity” makeover with the launch of Kellogg’s Rainbow Krispies.

The cereal features a “fresh, fruity flavor, splash of color” and is the company’s first fruity cereal to provide 20% daily value of vitamin D, according to Kellogg. It also is made with 8 grams of whole grains and 9 vitamins and minerals per serving.

The cereal also a new shape and six colours.

“At Kellogg, we love providing breakfast options that set families up for a great day,” said Laura Newman, senior director of brand marketing at Kellogg.

“When we discovered six in ten Americans want to add more vitamin D to their diets, we knew infusing this key nutrient into a fun, delicious breakfast option would be a great way to solve this need for many of our fans.”

Kellogg’s Rainbow Krispies are available at a suggested retail price of $4.99 for an 11.1-oz box and $5.99 for a 17.8-oz box. 

It’s not known if this variant will launch in SA.

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