Start (cereal)


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:

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.