UK: Kellogg adds to cereal line for kids

By Michelle Russell | 4 February 2013

The move comes as Kellogg’s looks to “rebalance” its kids’ portfolio of products

The move comes as Kellogg’s looks to “rebalance” its kids’ portfolio of products

Kellogg has added to its cereal stable in the UK with the launch of four products targeted at kids.

Coco Pops Croc Prints, Rice Krispies Multi-Grain shapes, Strawberry and Honey Loops and Honey Pops are all made with wholegrain and are high in fibre. Kellogg said the ingredients used in the cereals means they can be advertised to children, adding the products meet the guidelines set by broadcast watchdog Ofcom.

The move comes as Kellogg looks to "rebalance" its kids' portfolio of products, it said.

"They are an important step for Kellogg's as we look to rebalance our portfolio and offer consumers more choice when shopping," said Paul Humphries, marketing controller for kids' brands at Kellogg. "We feel we have got the right balance between introducing healthier products that will appeal to mum and fun at breakfast time with something kids will actually eat while capturing their imagination."

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KELLOGG'S LAUNCHES A QUARTET OF NEW OFCOM COMPLIANT KIDS' CEREALS

CEREAL giant Kellogg's has announced it is bringing four new kids' products to shelves this month to help grow the cereal category.

Coco Pops Croc Prints, Rice Krispies Multi-Grain shapes Strawberry and Honey Loops and Honey Pops all meet the strict OFCOM guidelines for sugar and are wholegrain and high in fibre which means they can be advertised to children.

The move comes as Kellogg's looks to "rebalance" its kids' portfolio of products and offer mums better for you choices.

The existing Honey Loops product has been reformulated to meet OFCOM guidelines with a new recipe and Honey Pops is being introduced from the continental market where it is a proven success. Both products will be fronted by a female bee character and be supported with a £840,000 media campaign.

Rice Krispies Multi-Grain shapes has driven huge brand growth (80pc) for Rice Krispies in 2012 and the new strawberry product will add another string to the brand's bow for Kellogg's with a unique fruit flavoured variant which will be supported as part of a £3.2m package for the brand this year.

While Coco Pops Croc Prints are a high fibre lower sugar alternative to Coco Pops which bring Coco Monkey's arch nemesis, Crafty Croc, to the front of pack. The product will be backed by a £1m media spend.

Paul Humphries, Marketing Controller for Kids' brands at Kellogg's, said: "We are very proud of these four new products as not only do they offer great nutrition but kids have also told us they love the taste of them. They will also bring much needed new news to the kids' cereal range and help retailers grow the cereal category by driving sales and excitement. They are also an important step for Kellogg's as we look to rebalance our portfolio and offer consumers more choice when shopping. We feel we have got the right balance between introducing healthier products that will appeal to mum and fun at breakfast time with something kids will actually eat while capturing their imagination."

Rice Krispies Multi-Grain Strawberry 325g RRP £2.69, Coco Pops Croc Prints 350g RRP £2.39, Honey Loops and Pops 335g RRP £2.69.

Original source: Kellogg UK

Expert analysis

Breakfast Cereals Market in United Kingdom to 2016

The report presents detailed data on consumption trends in the Breakfast Cereals category in United Kingdom, analyzing consumption volumes and values at segment level. It also provides indispensable data on distribution channels, profiles of companies active in the Bakery & Cereals sector, latest industry news and mergers & acquisitions in the sector. Furthermore the report enables readers to examine the components of change in the industry by looking at historic and future growth patterns – how consumers’ changes in behavior have affected total volumes, values and type of products chosen.

Sectors: Cereal, NPD & innovation

Companies: Kellogg

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