USA: Kellogg and Six Star collaborate on whey protein powder

Food giant Kellogg and sports nutrition firm Iovate Health Sciences have collaborated on the launch of new whey protein powders whose flavours are inspired by classic Kellogg’s breakfast cereals.

The new Six Star 100% Whey Protein Plus will be available in Frosted Flakes and Froot Loops flavours and contains 30g of protein, 6.7g of branched-chain amino acids (BCAAs) and 2g of sugar per serving.

Commenting on the partnership, David Lee, senior director of global licensing and culture at Kellogg, said: “Our brand collaboration with best-selling sports nutrition brand Six Star supports that vision with iconic brands like Frosted Flakes and Froot Loops bringing balanced breakfasts and new, innovative high-performance protein powders for busy families and sports lifestyles”.

Tim Toll, CEO at Iovate Health Sciences, added: “This synergistic partnership with Kellogg’s will allow us to continue championing delicious, affordable, and accessible nutrition to athletes of all ages — high school, college, even professionals, and their families. We are thrilled to bring two iconic cereal flavors – Frosted Flakes® and Froot Loops® — into the world of sports nutrition”.

Both brands said they would support this partnership through diverse marketing campaigns, high school collaborations, pro athlete ambassadors, experiential events and paid media advertising across multiple platforms.

The product will be on shelves starting in August.

Source: Six Star Pro