Kellogg’s has signalled a major shake-up of its kids’ cereals.
The company has unveiled its first new childrens’ cereal brand in more than two decades and will re-launch Rice Krispies Multi-Grain.
The move comes as Kellogg’s looks to grow the category by offering shoppers a greater choice of lower salt and sugar cereals. It follows the company’s announcement last year that it would reduce sugar across its Coco Pops range.
In-store from October, Kellogg’s Mini Max will be Kellogg’s first new brand of kids’ breakfast cereal since it launched Honey Nut Loops in 1989.
The company has targeted Mini Max to be a £30 million brand making it bigger than Kellogg’s Frosties in terms of value sales.
Mini Max is low in saturated fat, high fibre, a lower salt choice and a source of D and B vitamins and iron. The balance of nutrients means the cereal passes the strict profile to be advertised on childrens’ television.
Available in both original and chocolate flavours, Mini Max is small parcels of wholegrain wheat made from grain grown in the farms of East Anglia and Northamptonshire.
Mini Max is based on a highly successful product marketed by Kellogg’s in the USA called Mini Wheats which was launched in 1972 and has a 3.9% value share of the cereal category.
Kellogg’s will invest £2.5 million this year in a marketing campaign to promote the product including TV advertising and in-store support.
Paul Humphries, kids’ marketing controller from Kellogg’s, said: “Many parents know that getting their kids to eat breakfast each day can be a struggle. Our research showed us there was a gap in the market for a kids’ cereal which mums could feel good about and that kids actually wanted to eat. That’s why we developed Mini Max and our studies show the cereal delivers for both parents and kids.
“For our retailer partners we are clear the launch of Mini Max presents an opportunity to grow the category. It’s about making sure the category has the right type of new products to meet the changing needs of shoppers.”
Kellogg’s will also strengthen its kids’ portfolio by re-launching its existing Rice Krispies Multigrain cereal which it brought to market in 2004 under the name Kellogg’s Rice Krispies Muddles.
The product, which already passes the profile to be advertised to on childrens’ television, will be having a make-over including a packaging redesign and a new advertising campaign.
Rice Krispies Multi-grain is Kellogg’s only cereal which is designed to appeal to mums with young children. It is high fibre, made with wholegrain and low in salt.
Paul said: “Rice Krispies Multi-grain is a mini success story and has grown by 17 percent in the last year. The big appeal is the simple, fun shapes of the individual pieces of cereal which kids love and the good nutritional credentials of the food for mums. This re-launch is about bringing the good news of Multi-grain to more mums.”
Kellogg’s will be spending £1 million advertising Rice Krispies Squares to promote the product.
Paul concluded: “We are commitment to listening to parents and making sure our choice of products continued to meet their needs. The launch of Mini Max and the re-launch of Rice Krispies Multi-grain is further evidence that we doing this”.
ENDS
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