Kellogg has revealed plans to launch Kellogg’s Gluten Free Organic Puffed Corn Cereal in the UK next month.
The product will retail at GBP2.79 (US$4.35) for a 300g box and will be supported by the group’s GBP7m Kellogg’s “masterbrand” marketing campaign in 2015. The company has secured listings with “major retailers” in the country.
A spokesperson for Kellogg said the company hoped the launch will tap into growing demand for gluten-free products among UK consumers.
“Shoppers have been crying out for a gluten-free cereal from Kellogg’s and our new Puffed Corn Cereal gives us and our retail partners a brilliant opportunity to grow the ‘free from’ category,” the spokesperson said.
“More and more shoppers want to make healthy choices, but most gluten free products are manufactured by unfamiliar brands they’re not sure they can trust. Consumers want established, iconic brands they know and love such as Kellogg’s in the free-from aisle to give them confidence that what they’re buying is quality and will taste great.”
The US cereal giant has been struggling to reverse sales declines in the shrinking cereal category. Last month, the company unveiled a swathe of US NPD – including gluten-free options – designed to improve sales trends in its domestic market.