THE REINVENTION OF A CLASSIC
KELLOGG’S MAKES ONE OF ITS OLDEST HOUSEHOLD NAMES ALL BRAN NEW
KELLOGG’S has revealed plans for a complete overhaul and re-launch of its 90 year old All Bran brand.
Under the plans, which are part of a global initiative by the company, All Bran will be marketed as an everyday digestive health ally for women aged 35 plus and will expand its portfolio to address the taste needs of this audience
In addition to the launch of a tasty new high fibre cluster cereal - All Bran Golden Crunch - Kellogg’s Bran Flakes and Sultana Bran will move under the All Bran banner alongside the original shred product.
The range will be supported by a £5m multi-media campaign under a new marketing strapline of “Feel All Bran New” to give it a new feminine positioning as a breakfast solution to everyday digestive discomfort, to help women feel revitalised ready for the day ahead
The re-launch focuses on the benefits of wheat bran fibre – a key ingredient in the All Bran range – which is one of the few fibres currently approved by EFSA for digestive health claims.
All Bran Golden Crunch, a deliciously light and crunchy multi-grain cereal oven-baked for a golden crunch, is being positioned as a “taste” product in the portfolio and Kellogg’s believes this new high fibre cereal offering will also help bring thousands of women into the brand and is investing an unprecedented £2m in an extensive door drop campaign across the UK.
Gill Riley, Kellogg’s UK Marketing Controller Adult brands, said; “Digestive health is a booming need state and there is a clear role for the breakfast occasion to provide a compelling solution to this need.
“We see a great opportunity with All Bran as research tells us 70pc of women in the UK suffer from digestive discomfort and one of the best solutions to help prevent or combat symptoms is wheat bran fibre – yet 4 out of 5 people are not getting enough because they find it difficult to incorporate it into their daily diets.
“In the past All Bran has been known as an acute digestive remedy for older people and with this re-launch we hope to change consumer perceptions and make it easier for women to incorporate wheat bran fibre into their diets.
“Particularly through the launch of our new tasty high fibre cereal Golden Crunch we aim to drive penetration and achieve significant growth marking a new age for Kellogg’s second oldest brand.”
Ends
Notes to editors: For further information, images and interviews please contact Louise Davies in the Kellogg’s Press office on 0161 869 5500
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