SALISBURY, N.C. — A nutritious children's cereal is the first of what could be several new private-label items created from a partnership between Delhaize America and Ralcorp Holdings.
Sold at all Delhaize America banners, though under different labels, the waffle cereal contains 8 grams of sugar per serving and no high-fructose corn syrup.
It also meets U.S. government requirements for being low in saturated fat and cholesterol, and an excellent source of 10 vitamins and minerals, as well as a good source of fiber and calcium. It contains 4 grams of fiber per serving.
The cereal comes in four varieties: apple cinnamon, honey, fruit and chocolate.
“Delhaize America partnered with Ralcorp to improve the nutrition of children's cereal,” Tim Jacques, senior director of private brand at Delhaize America, told SN.
Delhaize will continue to work with Ralcorp on future products, according to Jacques, who did not elaborate on what those products may be.
Delhaize's Food Lion banner is promoting the health aspects of the cereal by marketing the cereal under the “Good 4 Kids” label. The brand is being used exclusively for the cereal.
“We wanted the opportunity to develop a cereal that provided a more healthy option for parents, while still maintaining a great taste that would appeal to kids,” Todd Elledge, Food Lion's senior manager, private-brand marketing, told SN.
Good 4 Kids retails for 25% to 37% lower than similar-size national-brand children's cereals. Each 12-ounce box regularly sells for $2.79, but is currently on special at two for $5, according to Food Lion.
Officials at another Delhaize banner, Hannaford Supermarkets, Scarborough, Maine, said the cereal fills the needs of parents and kids alike.
“We are pleased to be able to offer our shoppers a product with kid-friendly packaging that tastes great and has more positive nutritional value than many of the other choices,” Julie Greene, Hannaford's healthy living director, told SN.
Hannaford markets the line under its Hannaford store brand. The retailer is currently offering it on special at two for $4 per 12-ounce box.
The cereal carries two Guiding Stars on the package. In use at Food Lion, Hannaford and other Delhaize banners, Guiding Stars is a labeling program designed to make it easier for shoppers to find nutritious foods throughout the store.
Foods are analyzed for their nutritional content and assigned a Guiding Star rating of zero (does not meet the nutritional criteria to receive a Guiding Star), one star (good nutritional value), two stars (better nutritional value) or three stars (best nutritional value).