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.

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 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.