Kellogg has launched convenience breakfast lines in Spain and Italy as it continues to try to win over more consumers in Europe.
The company, which introduced Nutri Grain breakfast biscuits into France in May, is targeting consumers in two more Continental markets that enjoy what it called “hand-held breakfasts”.
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As in France, three products are on offer: breakfast biscuits; a cereal snack that can be toasted; and a crispier, cereal slice.
Kellogg’s cereal sales in Europe have been under pressure in recent years and the company has worked to try to revitalise sales through innovation and advertising support. The UK was the first to see breakfast biscuits, with lines launched under the Nutri Grain brand a year ago.
A spokesperson for Kellogg’s European business said the US cereal giant would continue to work on the performance of its cereals business but admitted the company needed to meet the changing needs of consumers.
“Our target will be to drive penetration of our cereal in these markets but at the same time we need to meet consumer needs with different formats,” the spokesperson said.
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By GlobalDataShe said consumers in Spain and Italy liked to dunk products like biscuits into their coffee at breakfast. “These products are all designed to be dunkable,” the spokesperson said.
She added shoppers in Spain and Italy would likely buy the products to eat at home, rather than in the UK, where people are increasingly eating breakfast while travelling. “It’s not about consumers being on-the-go as in the UK; a lot of consumers in Spain and Italy will be having them in the home, with a coffee,” she said.
