Kellogg’s has signalled a major shake-up of its kids’ cereal range with the launch of its first new children’s cereal brand in more than two decades.
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 salt, low in saturated fat, high fibre 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.
Lee Doherty, head of specialty accounts at 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 ensuring the breakfast cereal category continues to grow by offering new food to meet the changing needs of shoppers”.
Kellogg’s Mini Max will be launched in the convenience channel with a promotional price marked pack of £2.
Kellogg’s will invest £2.5 million this year in a marketing campaign to promote the product including advertising in kids’ TV programming and in-store support.
ENDS
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