Kellogg is to launch a cereal into the UK market targeted towards the young adult market.

The cereal giant said today (18 January) that Kellogg's Krave will focus on an age group "previously untargeted by breakfast cereals".

Supported by a GBP4m (US$6.5m) marketing plan, Krave will be marketed in areas synonymous with the youth market such as Facebook, Twitter, music festivals and universities.

"There's a huge opportunity to grow breakfast and cereal consumption within the adult market by retaining young adults in the habit of eating breakfast," said Mike Taylor, Kellogg's sales director.

Kellogg's Krave will be available in Tesco from 4 January priced at GBP2.49 per 375g pack.