Blog: Dean BestIt's snowing... but Kellogg launch heats up competition in muesli

Dean Best | 2 February 2009

The worst snow to hit London and the south-east of England in almost 20 years has meant many of you in the region no doubt aborted your commute into work and had a day of building snowmen with your kids or enduring daytime TV.

Needless to say, just-food has kept ticking over. While it has proved tricky to get comment from those of you based in and around the capital – “I can ask the question for you but with the weather as it is and many people not in the office, I may not be able to get this in time for your deadline” was often the response to our queries – news reached us from further north of a significant piece of NPD from cereal giant Kellogg.

The US-based group, which has its UK office in Manchester, has announced plans to make a major move into the country's muesli category with the launch of Nature's Pleasure.

According to Kellogg, the launch will invigorate the muesli sector. Over a third of consumers surveyed by Kellogg called muesli “dusty and tasteless”, leading the company to claims that “the category lacks a sense of enjoyment and pleasure”.

Such a claim will be news to the likes of Dorset Cereals and Eat Natural, the latter of which sells a range of toasted mueslis, which are far from being either dry or tasteless.

What Kellogg's move into the category perhaps signifies is the lack of consumer awareness of the different muesli products on offer.

Dorset and Eat Natural will no doubt be hoping that the might of Kellogg will attract new customers to the category, although there is likely to be some concern of the entry of the world's largest cereal producer into the fixture.


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