New Mini Max original flavour from Kelloggs

New Mini Max original flavour from Kellogg's

Kellogg has revealed plans of a "major shake-up" to its children's cereal range with the launch of its first new kids' brand in more than 20 years.

The manufacturer announced today (22 August) that it plans to launch Kellogg's Mini Max in stores from October.

It expects Mini Max to be a GBP30m (US$49.5m) brand, which will make it "bigger than Kellogg Frosties in terms of value sales".

The line, which comes in chocolate and original varieties, is low in salt, saturated fat, is high in fibre and a source of D and B vitamins and iron. The balance of nutrients means that it passes the profile to be advertised on children's television.

Mini Max is made up of small parcels of whole grain wheat with frosting on one side. It is based on a product developed by Kellogg in the US called Mini Wheats. The US line was launched in 1972 and holds a 3.9% value share of the cereal category.

Lee Doherty, head of speciality accounts at Kellogg, said: "Our research showed us there was a gap in the market for a kids' cereal which mums could feel good about and that kids actually wanted to eat. That's why we developed Mini Max and our studies show the cereal delivers for both parents and kids."

The launch will be supported by a GBP2.5m marketing campaign, which will include advertising in children's TV programming and in-store support.

The manufacturer also plans to relaunch its Rice Krispies Multigrain cereal under the name Kellogg's Rice Krispies Muddles. The product, which already passes the profile to be advertised on children's television, will have a packaging redesign and a new ad campaign.

Rice Krispies Multi-grain is Kellogg's only cereal which is designed to appeal to mums with young children. It is high fibre, made with wholegrain and low in salt.