Kellogg said that it is increasing its focus on innovation in the convenience, heath and wellness categories in the coming year, as the Battle Creek, Michigan-based cereal manufacturer unveils a swath of new product releases lined up for 2007.
“We’re delighted to introduce a broad range of new product initiatives that deliver on a variety of consumer needs,” said Graham Petersen, senior vice president, innovation, Kellogg North America. “We have a proven track record of innovation with more than 15% of our sales coming from new product innovations this year.”
In the health and wellness category, Kellogg’s new products include adult cereals, cereal bars and waters such as Smart Start, the first nationally available cold cereal containing ingredients that may lower blood pressure and cholesterol; Special K protein Meal and Snack Bars; Special K2O Protein Waters; and Special K Honey Nut Cereal Bars.
The company also said it plans to deliver a range of “wholesome and convenient snacks” including Nutri-Gran Fruit and Nut Bars in two flavours, Berry & Almond and Cranberry, Raisin & Peanut; All-Bran crackers; and Right Bites in two new flavours, Keebler Right Bites Fudge Shoppe Grasshopper cookies and Grahams Cinna Bites crackers.
Kellogg has also expanded its offering in the breakfast alternative segment of the market, offering vegetarian options for a hot breakfast. These new veggie breakfast offerings will include: Morningstar Farms Breakfast Starters Classic Scramble, a mixture of crumbled veggie sausage, red potatoes, diced peppers and chopped onions; and Morningstar Farms Veggie Bites in two flavours, Country Scramble and Eggs Florentine.
New products designed to appeal to kids include variations on a number of established Kellogg products: Rice Krispies with Real Strawberries cereal; Cocoa Krispies ChocoNilla cereal; Eggo Stuffed French Toaster Sticks in two flavors, Maple Syrup and Strawberry; and Eggo Buttery Maple Syrup Minis.
Kids snack ranges will feature: Cheez-It Stix, Keebler Dunking Delights Sandwich Cookies and Pop-Tarts Hot Chocolate.