Kellogg is looking to drive sales to promote cereal sales to young adults with the launch of a campaign to promote its Krave line.

The manufacturer announced today (22 August) that it plans to launch two limited editions of its Krave cereals into convenience stores and challenge shoppers to decide which one stays on the shelf in the long-term.

Krave Chocolate Caramel and Totally Chocolatey will be launched across the convenience and multiple channels from the end of August and will be on shelf until the autumn.

Consumers will have until 31 October to vote on Kellogg's Facebook page for their favourite of the two flavours. Kellogg will then roll out the winner from 1 January as a permanent addition to its Krave range.

"Since launch, Krave has gone from strength-to-strength and has shown it can deliver for convenience retailers. The fact is, convenience is a key battle ground for the quick breakfast solution, particularly shoppers with a profile of students. And, Krave has a track record of appealing to this demographic," said head of speciality accounts Lee Doherty.

The launch will be supported by a GBP1.7m (US$2.8m) ad campaign and in-store support.