Start (cereal) 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. Start (cereal) 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. Start was discontinued in 2018
Breakfast cereal Grits is a porridge of Native American origin made from corn (maize) which is popular in the South. Breakfast cereal companies make gluten-free cereals which are free of any gluten-containing grains. These cereals are targeted for consumers who suffer from gluten-related disorders, as celiac disease, non-celiac gluten sensitivity and wheat allergy, among others. Some companies that produce gluten-free cereals include Kellogg's, General Mills, Nature's Path and Arrowhead Mills. Breakfast cereal Breakfast cereal is a food product made from processed cereal grains and often eaten for breakfast, primarily in Western societies. It is most often mixed with milk, yogurt, or fruit.