The move follows an online survey by the cereal giant, which reveals the majority of Americans regard physical fitness to be more important to overall wellbeing than digestive health.
The survey – conducted online in the US by The Harris Poll in January – found only 38% of Americans consider a healthy gut to be one of the most important factors.
63% of respondents cite physical fitness above digestive health, however, today, more science exists that microbiome health is an essential element for overall wellness.
To reverse the perception, the Battle Creek-based company has launched the new campaign to encourage people to take a #GutCheck and see how its gut-enhancing HI! Happy Inside cereal can play a role.
Happy outside starts within
“As someone who considers myself healthy by prioritizing fitness and following wellness trends, I'm so excited to partner with HI! Happy Inside, to remind people that being happy outside starts within,” said Philipps.
HI! Happy Inside was developed at WK Kellogg Institute for Food & Nutrition Research, to deliver prebiotics, probiotics and fiber in one cereal.
Available in three variants – Simply Strawberry, Bold Blueberry and Coconut Crunch – the cereals feature fruit, yogurt pieces and 100% whole grains that stay crunchy in milk.
Apart from its triple-action gut boosters, HI! Happy Inside is low in fat (4-8 g total fat per 55g serving). However, the nutrition label shows it contains almost 2tsp of sugar per 55g serving.