Kellogg’s chief growth officer Paul Norman says the company plans to launch a new healthy cereal, muesli and granola range in the US this summer called Origins, and describes it as ‘real food prepared simply’. The company is shifting away from a message of “diet” to one that focuses on “wellness.”

The new direction comes in the face of sagging sales in 19 of the 25 cereal brands that Kellogg offers.

Ben Bouckley (@benbouckley) reports.