Kellogg’s has revamped its flagship cereal snacks brand Nutri-Grain to reveal a new look, new positioning and a new product.
Under the plans Nutri-Grain will be re-launched in January 2012 with three key products – Soft & Fruity (formerly Soft Bakes), Elevenses bakes and new Nutri-Grain Crunchy bars.
The Crunchy bars, will be launched in Oats& Honey flavour into convenience stores at an RRP of 55p for a single pack of two bars and take Kellogg’s into a new wholesome taste segment amongst the likes of Nature Valley and Jordan’s.
The food giant has also unveiled new packaging and a new £3m marketing campaign for the brand as it looks to target busy adults looking for wholesome tasty snacks to keep them going in the morning.
Lee Doherty, head of specialty at Kellogg’s, said: “The re-launch of Nutri-Grain is an incredibly exciting growth opportunity for us.
“The revamp of Nutri-Grain has been a massive focus for the snacks team and we are confident shoppers will love the new bars and fresh look of the brand. We have upscaled our ambition on innovation as a company in order to drive base growth.
“The new Nutri-Grain Crunchy bars are perfect for the impulse shopper looking for a wholesome snack to re-fuel their busy mornings on the go. We will be shipping to convenience stores from the end of January”
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