Blog: Dean BestRussia's cereal lovers to wake up to Kellogg brands

Dean Best | 4 December 2009

Kellogg UK welcomed a few Russian food journalists to its Manchester HQ (or Tony Towers, as the locals call it) this week to herald the launch of a clutch of European cereal brands into the country.

Coco Pops and Miel Pops will go on sale in Russia next week as Kellogg embarks on its latest bid to expand in the market following last year's acquisition of United Bakers Group.

Nestle is the leader in the Russian breakfast cereals market with a 55% share of the category and in September said it would spend US$21m to expand production capacity in the country.

Since Kellogg's acquisition of United Bakers in 2008, the US cereal giant has said it has "invested heavily" into the company's local brands, including the flagship Lubyatovo line. 

Nevertheless, Kellogg told us yesterday (3 December) that it believes "the time is right" to launch its own brands into the market, which kicks off next week.

Kellogg said there is "a lot of potential for growth" in the Russian cereal category and, with Nestle holding a commanding share of the market, the US firm will no doubt be hoping that potential becomes reality.


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