Start (Multi-Grain Start) was a breakfast cereal which was produced by

Kellogg's The Kellogg Company, doing business as Kellogg's, is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including crackers and toaste ...

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 Wheat is a grass widely cultivated for its seed, a cereal grain that is a worldwide staple food. The many species of wheat together make up the genus ''Triticum'' ; the most widely grown is common wheat (''T. aestivum''). The archaeologi ...

corn Maize ( ; ''Zea mays'' subsp. ''mays'', from es, maíz after tnq, mahiz), also known as corn (North American and Australian English), is a cereal grain first domesticated by indigenous peoples in southern Mexico about 10,000 years ago. Th ...

and

oats The oat (''Avena sativa''), sometimes called the common oat, is a species of cereal grain grown for its seed, which is known by the same name (usually in the plural, unlike other cereals and pseudocereals). While oats are suitable for human con ...

and a single bowlful was said to provide a third of a human's daily vitamin RDA. It was suitable for

vegetarian Vegetarianism is the practice of abstaining from the consumption of meat (red meat, poultry, seafood, insects, and the flesh of any other animal). It may also include abstaining from eating all by-products of animal slaughter. Vegetarianism m ...

s but not for

wheat allergy Wheat allergy is an allergy to wheat which typically presents itself as a food allergy, but can also be a contact allergy resulting from occupational exposure. Like all allergies, wheat allergy involves immunoglobulin E and mast cell response. ...

sufferers. Start was discontinued in 2018, yet was still being sold in Asda as of August 2020.

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 has had a number of different advertising campaigns, with its most notable promoter being

British British may refer to: Peoples, culture, and language * British people, nationals or natives of the United Kingdom, British Overseas Territories, and Crown Dependencies. ** Britishness, the British identity and common culture * British English, ...

athlete

Steve Cram Stephen Cram, (born 14 October 1960) is a British retired track and field athlete. Along with fellow Britons Sebastian Coe and Steve Ovett, he was one of the world's dominant middle distance runners during the 1980s. Nicknamed "The Jarrow Arr ...

in the mid-1980s, with the slogan "I Want, Now I Can". Several also featured British

Tour de France The Tour de France () is an annual men's multiple-stage bicycle race primarily held in France, while also occasionally passing through nearby countries. Like the other Grand Tours (the Giro d'Italia and the Vuelta a España), it consists ...

rider

Robert Millar Philippa York (born Robert Millar on 13 September 1958) is a Scottish journalist and former professional road racing cyclist. York, who competed when known as Robert Millar, is one of Britain's most successful cyclists. York won the "King of ...

References

External links

Product information at Kellogg's website
Kellogg's cereals {{breakfast-stub