Kellogg is launching two additions to its All-Bran cereal portfolio in the UK as part of a GBP2.5m (US$3.9m) investment in the brand.
The company is looking to capitalise on a rebound in All-Bran sales with new products and an advertising campaign.
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Kellogg will launch All-Bran Chocolate Crunch, a multi-grain high fibre cereal cluster targeted at women, next month. All-Bran Yoghurty Flakes, which are in-store now.
The group relaunched All-Bran last year to aim the product at younger female consumers. It said the brand has gone from “years of historic decline” to 16% value growth since the relaunch.
The TV campaign, which will highlight the full All-Bran range, is designed to communicate the benefit of natural wheat bran fibre in what Kellogg says is a “non-clinical way” by using a “back to nature theme” comprising talking animals.
“Through the relaunch of All-Bran last year, we have started to change the way people think about the brand,” said Kellogg’s Gill Riley. “Key to this was the launch of new All-Bran Golden Crunch. The response to this product has been fantastic – such a different food has really people reappraise All-Bran and realise there is a simple and tasty way they can manage their digestive health.”
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