Kellogg launches HI! Happy Inside – new cereal to support digestive health

Nov 19, 2018

Kellogg has introduced a new cereal called HI! Happy Inside, featuring prebiotics, probiotics and fiber. The cereal giant said its new product makes digestive wellness support easily accessible.
HI! Happy Inside contains 1 billion live probiotics from active strains, 2.5 grams of prebiotics and 8 to 9 grams of fiber, depending on the variety. The cereal comes in Simply Strawberry, Bold Blueberry and Coconut Crunch flavors.
The use of probiotics and prebiotics is expected to significantly grow in the coming years due to its reputation for relieving digestive issues, boosting the immune system and contributing to the maintenance of balanced gut microbiota, or “good” bacteria. Demand for prebiotic-containing products — such as health drinks, dairy, infant food, and meat and bakery products — could reach $7.8 billion by 2022, according to a Global Industry Analysts’ report.
But this isn’t the first time Kellogg has used a functional add-on to boost its brands. Last year, the company repositioned its Special K cereal — mainly marketed as a weight-loss product — by adding probiotics and calling it Special K Nourish.
This new product designed to optimize digestive wellness could be an attractive addition to the cereal aisle for health-conscious consumers. Awareness of how probiotics can enhance gut health for consumers has increased, thanks to yogurt advertising campaigns and other outreach. Besides yogurt, probiotics are being addedto juices, confectionery items, baked goods and even beer and wine.
Despite the bright future projected for these ingredients, Kellogg might need to do some on-package and other consumer education about why prebiotics and probiotics are important to digestive health. . It remains to be seen whether enough consumers will be willing to pay that amount for a cereal despite its health benefits.

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