Danone, Kellogg join forces in cereal bowl

Danone, Kellogg join forces in cereal bowl

Kellogg and Danone have joined forces to launch a product containing cereal and yoghurt in the US.

The YoCrunch Cereal Bowl includes various Kellogg cereal lines - from Frosted Flakes to Special K - and yoghurt, both conventional and Greek-style. The range includes five SKUs in both core and Greek varieties.

"Nearly two-thirds of yoghurt consumers are already adding toppings to their yoghurt, with cereal and grains second in popularity only to fruit," said Elliot Shifrin, senior brand manager, YoCrunch.

"We are excited to partner with Kellogg's to bring its strong brands and great tasting cereals into the YoCrunch family."

Noel Geoffroy, senior vice president, marketing and innovation for US morning foods at Kellogg, added the innovation combined the "protein and other nutrition benefits" of yoghurt and cereal in convenient packaging that targets breakfast and snacking occasions.

The line will be rolled out throughout the US this spring, the companies said.

Show the press release

YoCrunch and Kellogg's Team Up to Bring Cereal Topper to the Yogurt Aisle
Powerhouse Brands Combined in YoCrunch Cereal Bowl Line to Expand Usage Occasions for Both Yogurt & Cereal

NAUGATUCK, Conn., May 13, 2014 /PRNewswire/ -- YoCrunch, now part of #1 yogurt company Danone and known for its "topper" yogurt offerings, is partnering with Kellogg Company, America's #1 cereal company, to introduce the most innovative topper yet, YoCrunch Cereal Bowl.  It is the most significant innovation in the yogurt category since the introduction of Greek yogurt. 

The YoCrunch Cereal Bowl combines favorite Kellogg's cereals like Frosted Flakes, Froot Loops and Special K in a new dome-shaped top with YoCrunch's delicious yogurt. Consumers can combine the yogurt and cereal and shake to achieve a perfectly blended flavor combination.

"Nearly two-thirds of yogurt consumers are already adding toppings to their yogurt, with cereal and grains second in popularity only to fruit," said Elliot Shifrin, Senior Brand Manager, YoCrunch. "We are excited to partner with Kellogg's to bring its strong brands and great tasting cereals into the YoCrunch family, and expect that our consumers will be delighted with the 'shake and eat' container that delivers delicious flavor, convenience and the nutritious dose of fun they have come to expect from YoCrunch."

"It is increasingly common for our consumers to enjoy their favorite Kellogg's cereal with yogurt," said Noel Geoffroy, senior vice president, marketing and innovation for Kellogg Company's U.S. Morning Foods business. "Our collaboration on the YoCrunch Cereal Bowls is the perfect marriage between two breakfast favorites - in an easy, convenient package that makes it simple and fun for people to enjoy the protein and other nutrition benefits of yogurt and cereal for breakfast and snack occasions."

"We are especially proud of this new partnership with Kellogg's and this breakthrough offering for the yogurt aisle. By creating an all-in-one food, we can drive usage occasions for both yogurt and cereal," said Steve Platt, Chief Marketing Officer, YoCrunch. "This powerful brand partnership and unique new design will drive further growth for our customers by expanding both categories."

The YoCrunch Cereal Bowl line includes five SKUs across both core and Greek yogurt varieties (4.7 oz) and will be first introduced nationwide this spring.

Original source: Kellogg, Danone