Kellogg Company’s cereal and convenience foods lines now have four new products, including the first new foods from Worthington Foods, Inc. since its acquisition by the company late last year.
Newly added to Worthington’s Morningstar Farms meat alternatives line are Veggie Stuffed Sandwiches and Veggie Mini Corn Dogs. Kellogg has also gone more “chocolatey” in its Kellogg’s Rice Krispies Treats Squares line with the launch of Rice Krispies Treats Squares Double Chocolate Chunk. And, taking its 35-year-old Kellogg’s Apple Jacks cereal to the fast track, the company has introduced Kellogg’s Racing Apple Jacks cereal, with NASCAR’s Jeff Gordon pictured on the box.
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The new Morningstar Farms products, now in grocery freezer sections nationwide, respond to “the growing demand for convenient, hand-held snacks and for innovative veggie foods,” said Robert H. Hall, vice president of Kellogg’s natural and functional foods division. The Veggie Stuffed Sandwiches come in ham and cheese, burger and cheese and pepperoni pizza style flavors. The Veggie Mini Corn Dogs are a bite-size version of the Morningstar Farms full-size Veggie Corn Dogs.
The Morningstar Farms brand offers the nation’s widest variety of meat alternative products. Hall said sales of such foods have risen by nearly 40 percent annually for the past five years and topped $300 million last year. Now being launched nationwide, Kellogg’s Rice Krispies Treats Squares Double Chocolate Chunk, as the name implies, is aimed at satisfying American consumers’ passion for chocolate and features chunks of chocolate in crispy, chocolate flavored marshmallow squares.
The Kellogg’s Rice Krispies Treats Squares brand, first introduced in its original version in 1995, now includes four flavors, with the chocolate and butterscotch flavored Kellogg’s Rice Krispies Treats Squares Scotcheroos launched earlier this year and a Peanut Butter Chocolate flavor making its debut last year.
The new Kellogg’s Racing Apple Jacks limited edition cereal, now on grocery shelves through mid-June, features the addition of red and blue and yellow and red swirled “Jacks.” The package shines with patterned holographic rainbow foil and embossing and includes a NASCAR schedule on the back.
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By GlobalDataPaul Norman, Kellogg vice president, U.S. cereal marketing, said Racing Apple Jacks is targeted at children aged 10 to 12. “Jeff Gordon has huge appeal for this market, and we believe the addition of unique red, blue and yellow Jacks and the one-of-a-kind holographic foil pack will help bring excitement to the category this spring,” he said.
The agreement between Kellogg’s and NASCAR includes designation of the company’s cereals as the “Official Cereals of NASCAR.”
So far this year, Kellogg has introduced more than 10 new products, many of them leveraging brand equities. The company has said that it plans to continue to generate more profitable growth by combining its brand and character equities with its best product and promotional ideas.
