Start (cereal)

Start (Multi-Grain Start) was a breakfast cereal which was produced by Kellogg's in the UK from the mid-1980s until 2018. Start was promoted as a cereal designed for improving sports performance. It was made from wheat, corn and oats and a single bowlful was said to provide a third of a human's daily vitamin RDA. It was suitable for vegetarians but not for wheat allergy sufferers. Start was discontinued in 2018, yet it is still sold in Asda as of August 2020.

Product details

Vitamins and minerals:

  • Carbohydrates – starch (53 g), sugar (69 g)
  • Fat – 3.5 g (saturates 2 g)
  • Fibre – 5 g
  • Sodium – 0.4 g
  • Vitamin B6 – 1.3 mg
  • Vitamin B12 – 0.63 µg
  • Vitamin D – 3.2 µg
  • Folic acid – 250 µg
  • Thiamin B1 – 0.9 mg
  • Riboflavin B2 – 1.0 mg
  • Niacin – 11.3 mg
  • Iron – 8.8 mg

Advertising

The cereal has had a number of different advertising campaigns, with its most notable promoter being British athlete Steve Cram in the mid-1980s, with the slogan "I Want, Now I Can". Several also featured British Tour de France rider Robert Millar.

References
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