Kellogg is targeting tea breaks in the UK with a push behind its Nutri-Grain range.
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The cereal giant said it wants to make Nutri-Grain the “snack brand of choice” for consumers at 11am and 4pm each day.
The campaign, dubbed “Bake Time”, is Kellogg’s latest move to boost its presence in the UK convenience channel. In February, Kellogg announced plans to set up a nationwide sales force to target convenience stores.
Jean-Yves Heude, Kellogg’s general manager, sales and snacks, said: “We want to position Nutri-Grain as the snack brand of choice for the 11am and 4pm snacking occasions – particularly in the convenience channel – which is a very important area of focus for us.”
The Bake Time message will appear on the entire Nutri-Grain portfolio, while Kellogg has earmarked GBP1m (US$1.9m) for a TV push for its Soft Oaties product in August and September.
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By GlobalData
