THE US GETS A TASTE OF A THOROUGHLY BRITISH BREAKFAST
- Successful cereal brand from the UK tries to crack America
A TRUE taste of Britain has officially landed over the pond with the massive launch of one of the nation’s favourite breakfast cereals into the US market.
After decades of success in the UK, Kellogg’s Crunchy Nut has been launched in the states this week.
The brand, which is Kellogg’s second biggest selling in the UK and worth £94m, was launched with gusto in Hollywood complete with celebrity face as Kellogg’s looks to mirror the British success of the brand stateside.
The global cereal giant Kellogg’s of course has its beginnings firmly rooted in American soil – Battle Creek, Michigan in fact – but many people don’t know that Crunchy Nut, has its roots firmly in the UK.
Launched in 1980 as Crunchy Nut Cornflakes it has become a firm favourite on British breakfast tables.
Created and manufactured at Kellogg’s Manchester factory in Trafford Park it got off to an amazing start with sales during the first three months of its launch more than double than expected. Since then the brand has grown steadily over the last thirty years to become Kellogg’s second biggest selling cereal, second only to Special K.
In 2009 it had its biggest year ever increasing in sales by 27 pc and the brand now has a 6.3 pc share of the total cereal market in the UK.
Peter Harrison, marketing director at Kellogg’s UK, said: “Crunchy Nut has been an amazing success story since its launch over 30 years ago. British shoppers have stayed loyal throughout this time as at the end of the day it just tastes great. We are really proud that a cereal born and bred in the North West of England has finally come of age and is set to take on America.”
But what will our American cousins make of our breakfast favourite, which will be made for their market in the US?
“Given the success of the brand in other markets and the consistent feedback from consumers that they simply love the taste of Crunchy Nut, we’re confident U.S. consumers will have a similar passion for Crunchy Nut cereal,”
said Yuvraj Arora, senior director, adult ready-to-eat cereal marketing at Kellogg’s.
However Kellogg’s has also given the brand the best possible start for its new life over the pond with massive launch support – in fact they are predicting it will be its biggest launch in terms of scale in a decade.
A far cry from Crunchy Nut’s more humble British beginnings the brand launch has been given a glitzy Hollywood makeover with a huge awareness driving campaign that will include television, online and an ambitious PR stunt.
The stunt involved Kellogg’s building the world’s largest Cuckoo Clock (measuring more than 66-feet tall and 28-feet wide) in Los Angeles to bring to life its launch message that you can enjoy Crunchy Nut at any time as “Its morning somewhere.”
The world record attempt in LA in front of Guinness officials and the public, last week, was hosted by Crunchy Nut’s new celebrity face - Mariah Carey’s husband, comedian and host of America’s Got Talent, Nick Cannon.
Only time will tell if Crunchy Nut will be able to crack America however one positive omen is that a relatively unknown actor from an old Crunchy Nut advert in 1985 is now one of the biggest stars in America. Hugh Laurie, the star of US TV smash House, is a true example that humble British beginnings can lead to great things.
ENDS
FOR MORE INFORMATION AND IMAGES PLEASE CONTACT LOUISE DAVIES IN THE KELLOGG’S PRESS OFFICE ON 0161 869 5500
Notes to editors:
? Crunchy Nut has also perhaps become best known for its tongue in cheek TV advertising over the years. In 2008 Crunchy Nut beat off 20 other brands like Activia, Argos, Orange and Huggies to come top in a poll by Marketing Magazine of the most watched TV ad with 64 pc of those surveyed ranking the Crunchy Nut ad featuring a woman eating cereal with milk out of a teenager’s hoodie, as the most memorable.
? From the cult favourite “flushing out” the fugitive ad from 1992 to the latest spoofs featuring comedian Rob Brydon as fictional newsreader “Bruce Bowls” - all have had the same underpinning theme – you will do anything for the taste of Crunchy Nut. (Images/ stills are available)
? It’s not the first time Kellogg’s has introduced a successful platform from the UK to its home market. Special K Red Berries was introduced from the UK to the US market and it is now one of the best selling cereals in the Special K range in the states.
? In 2003 Crunchy Nut expanded its range to include Clusters, Crunchy Nut Nutty in 2005 and Crunchy Nut Bites in 2008.
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