Back to the Roots Launches 100% Stoneground Organic Breakfast Cereal photo

Alternative food start-up Back to the Roots has launched its first U.S.-grown, 100 percent stoneground breakfast cereal, which is made with just 3 ingredients.

The cereal product, called Stoneground Flakes, is made from 100 percent stoneground whole wheat (grown and milled in California), a pinch of sea salt from the San Francisco Bay and organic cane sugar grown in Florida. Unlike refined or even whole wheat flour, 100 percent stoneground whole wheat has more nutrients and more taste, the company says.

The cereal box is easier to open, pour and seal, and offers a nine month shelf-life. It also reduces packaging by 20 percent compared to traditional bag in the box. The box can be recycled with milk cartons in most urban areas.

The new cereal falls in line with the Back to the Roots’ mission of “making food personal again”. This comes after the company has made a name for itself with its DIY and “AquaFarm” home aquaponics system.

In 2013, the startup launched a joint campaign with healthy school-lunch provider Revolution Foods, to advance educate and inspire children about healthy food. The “Grow Food, Give Food” campaign sought to give thousands of kids across the country free servings of fresh vegetables to augment their school lunch programs.