UK cereal giant Kellogg is removing the Nutri-Grain branding from its Elevenses range of baked snacks.
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From January, Kellogg said it will create a stand-alone sub-brand, which will be called Kellogg’s Elevenses.
Packaging across the five-strong range will also be revamped with the addition of a purple clock motif, the company said today (26 October).
The range will incorporate Oat Baked Bars and Soft Oaties from the current Nutri-Grain range alongside the existing Elevenses bakes. The pair will be renamed Golden Oat Bakes and Oat Cookies Choc Chip, respectively.
Soft baked bars will be the only products left in the Nutri-Grain range, which will be renamed Nutri-Grain Morning Bars and positioned as a “snack solution to a missed breakfast”.
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By GlobalDataA Kellogg’s spokesperson said: “Nutri-Grain is the largest cereal snacks brand in the UK.
“However in order to look forward at how we can continue this sort of growth we did some consumer research into the whole Nutri-Grain brand and uncovered two massive opportunities that the brand could uniquely pursue.
“We feel we now have two brands with a much sharper positioning.”
The changes will be supported by a GBP3m (US$4.9m) marketing push covering both Nutri-Grain Soft Bakes and the Elevenses range.
