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Kellogg Co., long known for its colorful cereal marketing, is going back to basics with the launch of a brand called Origins. The product will be sold under the Kellogg’s master brand name and will come in varieties such as muesli, “ancient grains” and granola.

The new offering comes as Kellogg struggles to grow its cereal brands in the midst of changing consumer eating habits and new breakfast competition from products such as yogurt. Kellogg, like most big packaged food companies, is putting a new emphasis on simpler ingredient lists as consumers shy away from heavily processed foods.

Origins will launch mid-year, according to a Kellogg presentation delivered on Wednesday at the Consumer Analyst Group of New York annual meeting in Boca Raton, Fla. The company described the brand as “real food prepared simply” made with “ingredients you can see and pronounce.”

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