Kellogg’s has taken the wrappers off a new limited edition bar from Rice Krispies Squares - Rice Krispies Squares Totally Chocolatey Orange.
With a great chocolate orange taste, the new bar is designed to help retailers capitalise on the demand for chocolate orange food amongst shoppers – the second most requested chocolate flavour after milk.
Rice Krispies Squares is the number one cereal snack with £37 million in value sales and four percent in growth.[1] And, Kellogg’s is investing £6.5 million in advertising the brand in 2011 alone.
Lee Doherty, head of specialty accounts at Kellogg’s, said: “This launch comes on the back of some great results for the Rice Krispies Squares brand. Put simply: consumers love Rice Krispies Squares with almost 50 percent of people who buy re-purchasing regularly. This product launch is about introducing yet more news into the brand and helping to drive people into the confectionary section.”
This is the second time Kellogg’s has launched a limited edition Rice Krispies Squares, the last being the special Comic Relief charity bar in spring 2011.
The launch takes the number of Rice Krispies Squares products to five. They are also available in Chewy Marshmallow, Chocolate Caramel, Crazy Chocolate and Totally Chocolatey.
Rice Krispies Squares Totally Chocolatey Orange is available in the convenience channel now with an individual price marked pack of 50p.
ENDS
[1] Source: IRI 52 w/e 18 June 2011
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