UK: Kellogg launches ready breakfasts
In a move that reflects a growing consumer trend towards eating-on-the-go, Breakfast cereal giant Kellogg is to launch its cereal brands in ready-to-eat portions.
To Go Twinpots contains individual portions of the cereal, extended-life milk, sugar and a spoon. The launch at the end of the month will include Corn Flakes, Crunchy Nut Corn Flakes, Bran Flakes, Special K and Frosties varieties.
The company has suffered from an increasing number of people who don't eat breakfast at home. Chris Doyle, Kellogg's head of marketing for out-of-home consumption, commented: "While Kellogg's is still the most popular cereal brand in the UK, we have recognised our consumers' eating habits are changing - people have less time to eat in the home."
Twinpots will be sold in supermarkets, convenience stores, petrol station forecourts, city centre metro stores, takeaway food counters and sandwich bars.
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