KELLOGG’S is launching an exciting new flavour into its multi million pound Rice Krispies Squares impulse cereal snacks range.
New Rice Krispies Squares Rocky Road* will bring a unique new growth opportunity to the cereal snacks category amongst young adults with a distinctive and exciting new taste.
The new snacks are a delicious, chocolatey combination of Rice Krispies, melted marshmallows, shortbread biscuit, juicy fruit and white chocolate chunks, and tap into the huge consumer trend for Rocky Road currently in indulgent treat categories such as desserts and ice cream.
The new Rocky Road launch will be supported by £2m media spend including TV further backed by a total of £4m for the whole Rice Krispies Squares brand in 2012.
Lee Doherty, head of speciality accounts at Kellogg’s said the launch of Rocky Road will help boost sales in the convenience channel by bringing lots of new shoppers in to the Rice Krispies Squares brand.
He added: “Innovation is key to driving category growth by creating new news and excitement. In 2011 innovation has accounted for 5pc of category sales worth over £2 million.
“Rocky Road is an emerging flavour and we believe cereal snacks can help take it mainstream and grow impulse snack sales. In a category driven by news we want to maintain the buzz from the hugely successful and visible launch of Rice Krispies Squares Orange in 2011.
“Rice Krispies Squares Rocky Road has standout black packaging and for maximum impact we would recommend convenience stores stock them in the taste segment of the cereal snacks fixture in between crisps, cakes and biscuits.”
There will be a variety of point of sale collateral available to the specialty channel for the launch of Rocky Road including counter top units, wobblers, bunting, trade facing, Standees/Totems and new dump bins based on the needs of the retailer.
Kellogg’s Rice Krispies Squares are a major success story in the convenience channel and is the biggest cereal snacks brand in the category worth £13m.
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Notes to editors: * Kellogg’s Rice Krispies Squares Rocky Road is priced at 55p per bar or £1.89 for a multipack of four.
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