International food brand Kellogg’s announced this week its launch of an all-vegan cereal line in the United Kingdom in January 2018. The line will fall under new brand W.K. Kellogg and feature two flavors of no sugar-added granola (Apricot, Pumpkin Seeds, and Coconut, and Cashew and Almond), two flavors of organic wholegrain wheat cereals (original and raisin), and a super-grains granola in a Cranberry, Sultana, and Spelt flavor. “With people increasingly seeking more plant-based foods,” W.K. Kellogg brand manager Emma Birks said, “the W.K. Kellogg range is crucial to our portfolio. January is a fundamental opportunity to catch consumers adopting new, more wholesome diets, and we are well positioned with W.K. Kellogg to help retailers do so.” January happens to be the beginning of vegan organization Veganuary’s campaign that encourages people around the world to go vegan for at least the duration of the month. This June, Kellogg’s led a $2 million investment in smoothie brand Bright Greens to further diversify its plant-based holdings.