US: Kellogg trialling breakfast drink

By Katy Askew | 12 November 2012

Kellogg trialling breakfast drink concept

Kellogg trialling breakfast drink concept

Snack and cereal giant Kellogg has revealed it is trialling a new breakfast drink in a bid to win over consumers not eating breakfast.

Speaking to analysts during Kellogg's investor day last week, president of US morning foods David Denholm revealed that, as a brand leader, Kellogg is investing in product development to drive growth in the cereal category.

Denholm said the company was working to increase the appeal of its brands to "breakfast skippers".

"We are passionate about breakfast but we do recognise that there are breakfast skippers. And [as a] result of the work we have done on breakfast skipping we are actually undertaking a test market for drinkable breakfast. It is a new platform. It is a test market for the last quarter of this year. We are getting the learnings from this test market and will then develop plans based on those learnings for the future."

Denholm revealed the company is trialling Kellogg's breakfast to go and Special K breakfast shakes.

"Clearly it provides portability and convenience and for us - being passionate about breakfast - it ensures people do consume breakfast and start their day right."

Breakfast drinks are an emerging category in Australia where the concept was pioneered by Sanitarium-owned Australian brand Up and Go. UK firm Fresh Marketing has also developed a breakfast drink, Fuel, that will launch in Tesco and Asda in the UK.

Denholm said Kellogg, as a "leader" in the sector, had to "drive excitement" in the cereal category. "It is absolutely critical," he said.

He said Kellogg was communicating nutritional messages that link to a brand's identity. "Adding fibre to our kids cereal was a very important move for us... we have a number of programmes such as "share your breakfast", "love your cereal" and then advertising around cereal and milk and the important role that cereal plays as a gateway to milk consumption... there is a lot behind driving excitement in the category and we plan to do more of that in the coming year," Denholm said.

Sectors: Cereal, NPD & innovation

Companies: Kellogg, Tesco, Asda

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