Kellogg's is overhauling its Nutri-Grain range to create two distinct brands.
From January, the Nutri-Grain branding is being removed from the Elevenses range of baked snacks to create a new standalone sub-brand, which will be called, simply, Kellogg’s Elevenses.
Kellogg’s Elevenses will target an audience of 30 to 50-year old women who love to enjoy that moment in the day when you take time to unwind, recharge and have a comforting snack with a cup of tea.
Packaging across the five-strong range will be revamped with a new purple clock motif.
The range will incorporate Oat Baked Bars and Soft Oaties from the current Nutri-Grain range alongside the existing Elevenses bakes. The pair will be renamed Golden Oat Bakes and Oat Cookies Choc Chip, respectively.
Meanwhile, soft baked bars will be the only products left in the Nutri-Grain range, which will be renamed Nutri-Grain Morning Bars and positioned as a snack solution to a missed breakfast.
A Kellogg’s spokesperson said: “Nutri-Grain is the largest cereal snacks brand in the UK. In 2005 the combined Nutri-Grain brand was worth £30m in sales and in the last three years we have added just under £12m to this figure, which is an amazing result.
“However in order to look forward at how we can continue this sort of growth we did some consumer research into the whole Nutri-Grain brand and uncovered two massive opportunities that the brand could uniquely pursue.
“The Nutri Grain Soft Bake range will fulfil a missed breakfast function – our insight revealed this is still massively significant in the UK - and the new Kellogg’s Elevenses range will incorporate the current Elevenses cake range, Oat Baked bars and Soft Oatie cookies. These which will be positioned as a taste lead brand for the mid am/pm treat occasion. We feel we now have two brands with a much sharper positioning.”
The de-brand will be supported by a £3m marketing push covering both Nutri-Grain Soft Bakes and the new Elevenses range.
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cerealbars snacking Nutri-Grain