Kellogg is to launch breakfast biscuits in France as the US cereal giant tries to win over local shoppers who do not consume milk in the morning.
Kellogg has already rolled out breakfast biscuits in markets like the UK and the US, in part in a bid to offer more convenient options.
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In France, the launch of the breakfast biscuits, which will be sold under the Nutri-Grain brand, is an attempt to win over consumers who do not have milk at breakfast.
The breakfast biscuits will be sold under the Nutri-Grain brand, which will make its debut in France.
The biscuits, which will go on sale in August, are a set of three different Nutri-Grain products. Kellogg is also set to launch Nutri-Grain Toaster – a cereal snack that can be toasted – and Nutri-Grain Croustillant, a crispier snack.
Emmanuelle Bucco-Cancès, marketing director for Kellogg in France, said the company had a “responsibility” to develop the breakfast cereals category as market leader.
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By GlobalData“Opening up a whole new segment in order to offer breakfast cereal products beyond cereal in a bowl is a key component of our strategy to grow and to recruit new consumers,” Bucco-Cancès said.
Kellogg is also rolling out its new recipe for Special K in France, which it launched in the UK earlier this year to mixed reviews.
The company has also added to its Miel Pops range of breakfast cereals targeted at French children. Miel Pops Heart Hazlenut will contain hazelnut grains.
