Start (cereal)

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Start is a breakfast cereal which has been produced by Kellogg's in the UK since the mid-1980s. Start has been promoted as a cereal designed for improving sports performance. It is made from wheat, corn and oats 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 sufferers.

Product details[edit]

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


The cereal has 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.


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