Kellogg is to expand its Krave cereal range with the addition of a milk chocolate variant for the UK market.

Krave Milk Chocolate is the first extension of the Krave brand and Kellogg said yesterday (25 January) that it is confident the new variant will drive further growth for the brand. The cereal is specifically targeted at the 16-24 year old market.

“Krave has been one of the big success stories of 2010,” said Laura Sutcliffe, Krave brand manager. “We delivered a really strong plan for targeting the 16-24 year old market and most importantly, we gave young adults the cereal they’ve been asking for. Krave Milk Chocolate will provide another great tasting cereal for this market.”

Kellogg will support the launch with TV, outdoor and digital advertising plus product sampling and PR, investing over GBP2m (US$3.2m). This includes a launch of the product on Facebook, which will include offering free trial packs.

Krave Milk Chocolate has a RRP of GBP2.49.