Kellogg's has today (13 February) launched a bid to become a major snacks player in the UK.

The move to include the appointment of Jean-Yves Heud as general manager, who believes Kellogg needs to boost its presence in the convenience channel.

"Snacks is an impulse category and we need to be in the right location when a consumer is looking to buy. The convenience channel has a critical part to play in this," Heud said.

A 15-strong sales force has been established including 12 retail development representatives and three regional managers. The team will focus on supporting smaller retailers as well as non-traditional convenience outlets such as sandwich shops.

The team will focus on the core range of SKUs that Kellogg launched to convenience retailers including Budgens, Nisa and Bookers last year.