Kellogg’s has announced it will provide greater transparency to consumers about the origin of ingredients it uses in its cereals.
In 2015, the company received 19,828 questions and suggestions, amounting to 55 enquiries a day.
As a result, it has set up a website called Open For Breakfast, which is designed to field consumer concerns.
Kellogg's consumer services division revealed that consumer questions mostly relate to nutrition, ingredients and special dietary requirements or needs (40 per cent of all enquiries).
Questions have included: "Which cereal has the most fibre?", "Can you use stevia instead of sugar?", and "Does your cereal contain vitamin B12?"
Such suggestions have informed business decisions such as the move to launch of Nutri-Grain Ice Break, and the two new gluten free variants of Special K and Corn Flakes.
The website aims to post content which includes direct answers to questions from every consumer.
