A French family of farmers is taking on the cereal aisle with a new brand, Quinoa Crack.
The cereal is made from 100 per cent toasted grain – no sugar, gluten or misleading labels.
"This cereal exists because you and I are tired of big corporations feeding us sugar for breakfast," says Quinoa Crack Founder Jason Abbott. "We're European quinoa growers and cereal activists and whilst we like sugar, we get angry when it's marketed as nutrition."
"More and more consumers feel they are being misled when it comes to the nutritional value of packaged goods – and nowhere more so than in the cereal aisle – we felt it was time for a more honest approach.
"We've made a simple, healthy cereal with a good flavour and texture. You take it from there."
Fair enough. Apparently Quinoa Crack is a good mixer with stewed fruit or yoghurt and the grain's protein, fibre, mineral and vitamin content packs a punch. It's available directly from the producer in packs of eight.
"We want to avoid the big, impersonal food distribution and retail chains. Instead, by selling on the web, me (a quinoa grower and cereal producer) and you (a person who will eat the quinoa cereal I've produced) are in direct contact," Abbott explains.
"If you don't have any friends and want to buy just one box at a time, ask your favourite local independent grocers to stock Quinoa Crack," he suggests. "We like little shops."