Kellogg said today (15 June) that the US food group would continue to use its branded portfolio to drive sales overseas – through relaunches, the introduction of new products and the roll out of brands into new markets.
The company, which generates under a third of its turnover outside North America, told analysts it would use its brands – or “leverage the power of K” – to build on its presence in markets including France, Mexico and India.
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Speaking to the Deutsche Bank Global Consumer Conference in Paris, Paul Norman, head of Kellogg’s international business, pointed to a series of recent brand initiatives.
Kellogg, Norman said, had taken flagship French brand Tresor into the UK under the Krave brand name, launched its Rice Krispie Squares into markets on continental Europe and relaunched Special K in Mexico – a brand, he said, had been a “drag” on the company’s local business.
Norman divided Kellogg’s brands into global, regional and local and said local products like Crunchy Nut could move into more markets.
“A brand like Crunchy Nut, there is potential to make that regional and global over time,” Norman said. “One country’s brand is another country’s core innovation for the next year.”
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By GlobalDataThe Kellogg executive said the company saw sales in Europe, which make up 58% of the group’s overseas revenues, would see low single-digit growth, while sales in Latin America and Asia Pacific would grow “at a faster rate”.
Norman cited India as a market of potential for Kellogg’s cereals brands, with the country set to become “the capital of heart health and diabetes” over the next decade and where milk is a staple part of the country’s diet.
He also insisted Kellogg saw potential for growth in western markets like France, where consumers traditionally do not eat cereal for breakfast.
“In France, only 6% of consumers have cereal; there is a lot of upside,” Norman said.
