Kellogg’s is launching a major campaign to help retailers capitalise on the sale of breakfast to young adults.
The company will launch two new limited edition flavours of its Krave cereals, the only cereal marketed at 16-25 year olds, into convenience stores and challenge shoppers to decide which one stays on shelf long-term.
Krave Chocolate Caramel and Totally Chocolatey will be launched across the convenience and multiple channels from the end of August and will be on shelf until the autumn.
Backed by a £1.7 million advertising campaign and in-store support, shoppers have until 31st October this year to vote on Facebook for their favourite of the two flavours. Kellogg’s will then roll out the winner from 1st January 2012 as a permanent addition to its stable of Krave cereals.
Launched in January 2010 Krave has a 1.2 percent share[1] of the cereal category.
Lee Doherty, head of specialty accounts, at Kellogg’s, said: “Since launch, Krave has gone from strength-to-strength and has shown it can deliver for convenience retailers.
“The fact is convenience is a key battle ground for the quick breakfast solution, particularly shoppers with the profile of students. And, Krave has a track record of appealing to this demographic.”
Krave Chocolate Caramel and Totally Chocolatey will be launched to the convenience sector with a special promotional £2 price marked pack. Full in-store support will be available from the Kellogg’s sales force.
“Ultimately it’s about helping our retailers grow their sales by offering new and different products which help bring more people in-store and grow the number of people eating cereal”, concluded Lee.
The launch of Krave Chocolate Caramel and Totally Chocolatey will take the total number of Krave products in market to four.
ENDS
[1] Source: IRI 52 w/e 16 Jul 2011
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