Two (ingredients) will do, says Rude Health

Breakfast products brand Rude Health is aiming to reset the bar for children’s cereals with the launch of its first dedicated kids’ product.

The main message behind the launch of its Honey Spelt Puffs is that two simple, honest ingredients (in this case two organic and wholegrain ingredients) are all you need to make a healthy and nutritious breakfast with real child appeal.

As well as excluding added salt and GM ingredients, Rude Health also emphasizes that it avoids the industrial extrusion processes used by many mainstream ‘wholegrain’ breakfast products. It’s also keeping sugar (derived from honey) levels firmly in check at 11.9g per 100g

Pack designs have a younger audience in mind (two to ten year olds) and feature two illustrated characters – Owl and Mouse – and a series of ‘Rude’ jokes and facts to keep the entire family entertained around the table.

Honey Spelt Puffs will launch in early May into Independents and Waitrose stores nationwide with an RRP of £2.85. Co-founders Camilla and Nick Barnard say they have additional children’s “up our sleeves”.