Start is a breakfast cereal which has been produced by Kellogg's in the UK

United Kingdom

The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

 since the mid-1980s. Start has been promoted as a cereal designed for improving sports performance. It is made from wheat

Wheat

Wheat is a cereal grain, originally from the Levant region of the Near East, but now cultivated worldwide. In 2007 world production of wheat was 607 million tons, making it the third most-produced cereal after maize and rice...

, corn

Maize

Maize known in many English-speaking countries as corn or mielie/mealie, is a grain domesticated by indigenous peoples in Mesoamerica in prehistoric times. The leafy stalk produces ears which contain seeds called kernels. Though technically a grain, maize kernels are used in cooking as a vegetable...

 and oats

OATS

OATS - Open Source Assistive Technology Software - is a source code repository or "forge" for assistive technology software. It was launched in 2006 with the goal to provide a one-stop “shop” for end users, clinicians and open-source developers to promote and develop open source assistive...

 and a single bowlful is said to provide a third of a human's daily vitamin RDA. It is suitable for vegetarians but not for wheat allergy

Wheat allergy

Wheat allergy is a food allergy, but can also be a contact allergy resulting from occupational exposure. Like all allergies wheat allergy involves IgE and mast cell response. Typically the allergy is limited to the seed storage proteins of wheat, some reactions are restricted to wheat proteins,...

 sufferers.

Product details

Vitamins and minerals:

• Carbohydrates - Starch (53g), Sugar (69g)
• Fat - 3.5g (Saturates 2)
• Fibre - 5g
• Sodium - 0.4g
• Vitamin B₆ - 1.3mg
• Vitamin B₁₂ - 0.63 µg
• Vitamin D - 3.2 µg
• Folic Acid - 250 µg
• Thiamin B₁ - 0.9mg
• Riboflavin B₂ - 1.0mg
• Niacin - 11.3mg
• Iron - 8.8mg

Advertising

The cereal has had a number of different advertising campaigns, with its most notable promoter being British

United Kingdom

The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

 athlete Steve Cram

Steve Cram

Stephen "Steve" Cram MBE is a British retired athlete. Along with fellow Britons Sebastian Coe and Steve Ovett, he was one of the world's dominant middle distance runners during the 1980s. Nicknamed "The Jarrow Arrow", Cram set world records in the 1500 metres, 2000 metres and the mile during a...

in the mid-1980s, with the slogan "I Want, Now I Can".

External links

• Product information at Kellogg's website