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.