Blog: Dean BestIt's snowing... but Kellogg launch heats up competition in muesli

Dean Best | 2 February 2009

The worst snow to hit London and the south-east of England in almost 20 years has meant many of you in the region no doubt aborted your commute into work and had a day of building snowmen with your kids or enduring daytime TV.

Needless to say, just-food has kept ticking over. While it has proved tricky to get comment from those of you based in and around the capital – “I can ask the question for you but with the weather as it is and many people not in the office, I may not be able to get this in time for your deadline” was often the response to our queries – news reached us from further north of a significant piece of NPD from cereal giant Kellogg.

The US-based group, which has its UK office in Manchester, has announced plans to make a major move into the country's muesli category with the launch of Nature's Pleasure.

According to Kellogg, the launch will invigorate the muesli sector. Over a third of consumers surveyed by Kellogg called muesli “dusty and tasteless”, leading the company to claims that “the category lacks a sense of enjoyment and pleasure”.

Such a claim will be news to the likes of Dorset Cereals and Eat Natural, the latter of which sells a range of toasted mueslis, which are far from being either dry or tasteless.

What Kellogg's move into the category perhaps signifies is the lack of consumer awareness of the different muesli products on offer.

Dorset and Eat Natural will no doubt be hoping that the might of Kellogg will attract new customers to the category, although there is likely to be some concern of the entry of the world's largest cereal producer into the fixture.


BLOG

Do you get just-food's newsletters? You need to do something

If you receive just-food's newsletters, we have a message....

BLOG

UK consumers to cut back on fruit and veg - and point to Brexit, study says

Whatever your view on Brexit, a piece of research issued today (18 July) in the UK on fruit and veg consumption will likely unite more of you than last year's divisive vote....

BLOG

Cyber attack - another wake-up call for business

A month after an international cyber attack hit entities including the UK's National Health Service and Spanish telecoms giant Telefonica, another has caused havoc around the world, affecting business...

BLOG

A bad fortnight for self-regulation

Recent events in Canada, Brussels and the UK suggest the task of defending self-regulation as the best way to prevent the commercial activities by food companies from exacerbating childhood obesity is...

just-food homepage



Forgot your password?