Kellogg’s retailers are set for a boost this summer as Kellogg’s announces the launch of three new products. This July, Kellogg’s is introducing Kellogg’s Multi-grain Corn Flakes to the cereal category, a new product from its oldest brand.
Kellogg’s retailers are set for a boost this summer as Kellogg’s announces the launch of three new products. This July, Kellogg’s is introducing Kellogg’s Multi-grain Corn Flakes to the cereal category, a new product from its oldest brand. Kellogg’s Multi-grain Corn Flakes contains the goodness of three grains; each golden flake is a combination of corn, wholegrain rice and wheat. Kellogg’s consumer research shows that Kellogg’s Corn Flakes are still a firm favorite.
This new innovation offers fans of the Original the great taste of Kellogg’s Corn Flakes but with the added extra of the goodness of multi-grain.Kellogg’s Corn Flakes fits into the ‘everyday favourites’ sector of the cereal market which is currently worth £269m. Kellogg’s hopes that innovation from its best-loved cereal will enable retailers to maximise on this growing sector.
Support will begin with TV advertising and promotional pricing beginning in August.
UK Sales Director, Kevin Brownsey, comments, ”Kellogg’s Multi-grain Corn Flakes are the perfect product for retailers to make the most of the growing consumer interest in health. Consumers trust the Original and know it’s a good breakfast choice – the addition of multi-grain helps to strengthen its health credentials”.
The snacks category will also be expanded with Nutri-Grain Chocolate Oat-Baked Bar and Special K Mini-Breaks.
Kellogg’s is building upon the incredible success of Kellogg’s Nutri-Grain Oat Baked Bars with a new variant – Nutri-Grain Chocolate Oat Baked Bars. Launched last year, Nutri-Grain Oat Baked Bars proved a welcome addition to the portfolio and was the number one Kellogg’s snack innovation for 2006.
The new variant has the same substantial flapjack texture of the original but the added chocolate also satisfies consumers’ sweet cravings.
Research shows that new product development (NPD) is increasingly important to the total cereal bars category and is now worth over 10% of the total value. Nutri-Grain NPD has also consistently driven the brand growth.
The entire Nutri-Grain Oat Baked Bars range will be supported with TV advertising in September and the new chocolate variant will be advertised on back of packs. In July, money-off vouchers will hit 2,000,000 households.
Kellogg’s is also widening its snack offerings with a new bagged snack – new Special K Mini Breaks. At just 99 calories a bag, these new biscuity bites of baked golden oats, wheat, and rice are a controlled calorie solution for consumers with an attack of ‘the nibbles’. The bagged format is designed to fit a number of snacking needs such as snacking at the desk, sharing, and ‘boredom snacking’.
Available in two variants – Original (multi-packs and singles) and Chocolate (multi-packs) – Special K Mini Breaks will help retailers to achieve incremental growth on the Special K snacking brand. Previous snack innovations for this brand have proved very successful, for example, Special K Chocolate Chip Bar was launched in 2005 and is now worth over £5m.
Special K Mini Breaks will begin with a four-week burst of TV advertising in September and the product will appear on the back of packs of existing Special K snacks and cereal.
UK Sales Director, Kevin Brownsey, comments,” With such a diverse number of snacking occasions, the snacks sector is an area of significant opportunities for retailers. The new Nutri-Grain Bar and Special K Mini Breaks help retailers to provide a product to fit these emerging occasions and fill as many consumer snacking needs as possible. The popularity of bagged snacks is growing and Special K Mini Breaks are just the first in a number of bagged snacks innovations planned by Kellogg’s over the next two years.”