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BREAKFAST IN BED COULD MEAN IT'S CRUNCH TIME FOR YOUR LOVE LIFE

02/02/2012 00:00:00

WATCH OUT! BREAKFAST IN BED COULD MEAN IT’S CRUNCH TIME FOR YOUR RELATIONSHIP

- Out of the blue romantic gestures set alarm bells ringing for British women

Blokes who are too nice to their wife or girlfriend will spark fears that they are cheating, a study revealed yesterday.

Researchers found two thirds of women would be suspicious if their partner suddenly had new moves in the bedroom or started making romantic gestures like bringing home flowers, running hot baths or preparing them breakfast in bed.

And if they suddenly started buying jewellery and sexy underwear or helped out more with household chores then millions of women would worry he is feeling guilty about something.

More than a third of women confessed the better behaved their partner was, the more likely they were to snoop on his phone or Facebook page.

Worryingly 34 per cent of women said they would be happy to turn a blind eye to a minor indiscretion if it meant that their partner changed for the better and was nicer to live with out of guilt.

The research was commissioned by Kellogg’s who quizzed 2,000 married and unmarried Brits on what made them suspicious*.

Louise Thompson Davies, from Kellogg’s said: “It seems there is an emotional gulf between the sexes when it comes to matters of the heart. So when men think they are just being nice and showering their other half with gifts and affection they think they are just being attentive but the reality is that women just don’t see it like that.”

“Today’s work and life pressures have resulted in romantic gestures like making your wife or girlfriend breakfast in bed much more of a rare occasion. This is why most women tend to reach for the panic button and suspect the worse when they are made a fuss over.

“The smallest changes in a man’s behaviour can set a women’s mind whirling and get them worrying.

“But it’s interesting to see how many women would be willing to ignore their suspicions and just enjoy having a new more attentive partner. It seems that for some women having a romantic and thoughtful partner is more important than having one that is faithful.”

Surprise gifts of chocolates would instantly cause concern for most women with one in six women saying that their partner has given them a gift in the past because of a guilty conscience.

While only a fifth of women said they automatically assume that their other half was cheating, most said that they would think he had something to hide or was trying to divert their attention from something.

Two thirds of women said that if their suspicions were aroused they would have to get to the bottom of what was going on while the rest said they would just be happy that their partner was being more romantic.

While women said they would be more wary if their partner became more loving and emotional, men were more likely to be suspicious of a cheating partner if they stopped paying them as much attention and were more secretive than usual.

Other things that would make men worry that their partner was hiding something included taking more care over their appearance, wearing sexy underwear and making less effort around the home.

Jean Hannah Edelstein, author of Himglish and Femalese: Why Women Don't Get Why Men Don't Get Them, said “Women often associate traditional 'romantic' gestures with the early, courtship phase of a relationship when, in effect, their partner is trying to persuade them to make a commitment.

She added: “Women tend to think that these gestures are empty once the commitment has been made and this kind of fuss is less common so they assume the worst. Which is a shame. If you are concerned about your partner's behaviour, it's best to express your concerns in a non-confrontational way, rather than jump to conclusions that the tray of cereal and eggs he has brought you is a sign of infidelity.”

TOP TWENTY THINGS THAT MAKE WOMEN SUSPICIOUS

1. Buys jewellery

2. New moves in the bedroom

3. More emotional

4. Buys flowers

5. Buys chocolates

6. More attentive

7. Buys sexy underwear

8. Book a romantic weekend away

9. Buys you more things

10. Helps more with the chores

11. Tells you he loves you more

12. Makes breakfast in bed

13. Pays more compliments

14. Texts more

15. Does the cooking

16. Calls more

17. Listens better

18. Runs baths

19. Hand over the TV remote

20. Cuddles more

ENDS

Notes to editors:

· Research conducted by One Poll in January 2012

Special K shapes up with new marketing message

04/01/2012 00:00:00

Special K has ditched its traditional New Year message and launched its most ambitious through-the-line campaign to grab a greater share of mind with weight watching women this January.

The cereal to snacks brand will spend £5 million encouraging the nation’s women to dare to wear red in January and February rather than fit into a smaller pair of jeans, as in previous years.

The new message will be supported by a new integrated campaign including television, outdoor, video-on-demand and digital advertising.

Special K is also set to unveil a six-page advertorial with Glamour magazine and an on-pack promotion featuring one million Max Factor red lipsticks to be won.

Sophie Colling, Special K brand manager, said: “We took the decision to change our consumer message to make sure we were keeping pace with the views of our shopper. The simple fact is women see Special K as a food to help them manage their weight for the long-term. They don’t see it as a quick fix to drop a jeans size.

“Our new positioning is designed to reflect the way women’s body confidence changes and show how Special K can be a part of this. The fact is, when women feel more body confident they choose to wear vibrant colours like red rather than hide away in dark colours.”

In a first for the brand, Special K will be using experiential as a way of supporting its January marketing drive. For two weekends in January, shoppers at the Westfield shopping centre in Stratford, East London, will be able to visit a Special K zone featuring a nutritionist, nail bar, stylist and make-up artist.

Sophie concluded: “We’ve invested in a broader range of channels this year to ensure our message gets to women, wherever they are and whatever they’re doing. This is why we took the decision to invest our January spend in experiential as well as more traditional media choices.”

Special K’s Westfield experience has been created by Iris Experience, with advertising by Leo Burnett and digital communications by CMW. All are Kellogg retained agencies.

In a linked move Kellogg’s has relaunched myspecialk.co.uk, it’s free personalised slimming plan and advice website, as a tailor-made lifestyle guide including fashion, beauty and wellbeing content from partners OSoYou, MSN and Confetti.

ENDS

The great British breakfast of the future

31/12/2011 00:00:00

- Three courses of crab porridge, seaweed flakes and a fishy “full English”

THE classic “Full English” fry up could soon be off the British breakfast menu thanks to cheap air travel and growing multiculturalism in the UK, according to a new report*.

It’s famously the most important meal of the day and new insight from cereal giant Kellogg’s has revealed a breakfast of muesli and bacon & eggs could soon be toast.

The future gazing report into breakfast and flavour trends predicts that in the next two decades Brits will have ditched today’s breakfast classics and be sitting down to dishes such as savoury crab porridge, seaweed flakes, and a distinctly fishier cooked breakfast including sardines, fish fingers and potted herring.

According to experts, breakfast will also be taken as seriously as dinner is today and become the main meal of the day with people sitting down to up to three courses in the next 10 to 15 years.

Our tastes are also predicted to change thanks to a variety of influences such as low cost air travel making holidaymakers more adventurous and introducing flavours they want to replicate at home.

Emigration and immigration will also have a major impact on the British palate with the main influences predicted to come from Poland, China, the Middle East and Scandinavia.

The greatest change that we will see is a move towards hot, spicy and savoury breakfast products. In China, this is the norm and it is predicted that cold winter mornings will soon be warmed with “Warm Crab Porridge with Seaweed”

In the future Middle Eastern spices such as the brightly coloured Sumac and hot chillies will also be used to add flavour to foods – with people initially shaking them on to their cereals and resulting in Sumac or Fiery breakfast cereal products on shelves.

An increasing focus on health will also drive new superfood flavours and experts predict the next “superfood” fad will be seaweed – with seaweed breakfast flakes set to be the next big thing.

The report also reveals that scandinavian influence will make fish a more popular breakfast choice and coupled with the need for a convenient and microwaveable cooked breakfast – we will move away from traditional sausage, bacon and black pudding to products such as kedgeree, kippers, sardines, fish fingers, devilled kidneys and potted fish in our “Full English”.

The Kellogg’s report was produced by an independent panel of food experts, top chefs and food stylists.

TV food expert and top chef Guy Wolley**, who was on the panel, said: “At the moment the UK has a taste for relatively plain breakfast flavours and the elements haven’t changed much since the 1930’s.

“In the future we will take breakfast much more seriously and it may become the main meal of the day. We will also see some very different tastes and trends emerging. Seaweed, spices and fish will become popular in the morning.

“Dishes such as crab porridge and sumac flakes for breakfast may seem unbelievable but twenty years ago it would have seemed absurd that we would be eating raw fish wrapped in rice and seaweed – of course sushi is now a very popular cuisine.”

Ends

Notes to editors:

* Report conducted by the Your Future brand Consultancy on behalf of Kellogg’s

** Guy Wolley is available for interview

52 (and two months) and fabulous - that's the exact age British women are most body confident

28/12/2011 00:00:00

WOMEN are the most confident about their bodies aged exactly 52 and two months, according to a new study.

A poll of 3,000 adult women by myspecialk.co.uk found this was the age at which women said they felt most confident about their bodies, inside and out.

It means 52 year olds such as actress Emma Thompson, TV presenter Lorraine Kelly and The Duchess of York Sarah Ferguson may currently be feeling better about their looks and body than they did when they were younger.

The report revealed that 66pc of women said they have become more confident with age and almost 50pc said this is because as they have got older they believe they can achieve key goals in their life such as losing weight.

Women also revealed when they feel really good about themselves they show this to the outside world in their clothing with almost half of women saying they wear red when they want to be noticed and feel most confident while 45pc said they cover up in black when they want to fade into the background.

When it comes to celebrities Holly Willoughby topped the poll with women saying she shows the most body confidence by looking ravishing in red, followed by Cheryl Cole and Kelly Brook.

While comedienne Dawn French, who has recently been showing off her impressive weight loss, came out top as the celebrity who women think shows a lack of body confidence by covering herself in black followed by Adele and surprisingly Angelina Jolie.

Sophie Colling, from slimming and lifestyle website, Myspecialk.co.uk said: “It seems women in their fifties have it sussed when it comes to really understanding the relationship between feeling good on the inside and looking great and what they need to do to achieve this.

“Body confidence is a journey for women, especially when watching their weight, and when they feel good inside they will start to show it to the outside world with bright and bold colours. This may start with something small like wearing red lipstick or nail polish until they feel confident enough to dig out the red dresses from their wardrobe.”

The research also revealed Liverpudlians are most likely to be seen wearing red with 36pc saying they were very confident and comfortable with their body while ladies from London are most likely to be found hiding away in black with almost 40pc declaring they were very lacking in confidence and were uncomfortable with their body.

Most body confident celebrities who look best in red

1/ Holly Willoughby

2/ Cheryl Cole

3/ Kelly Brook

4/ Nigella Lawson

5/ Helen Mirren

6/ Julia Roberts

7/ Kate Winslet

8/ Beyonce

9/ Pippa Middleton

10/ Jennifer Aniston

Least body confident celebrities in black

1/ Dawn French

2/ Adele

3/ Angelina Jolie

4/ Lily Allen

5/ Katy Holmes

6/ Kate Middleton

7/ Nigella Lawson

8/ Kristen Stewart

9/ Jessica Simpson

10/ Emma Watson

Notes to editors:

* Research conducted across 3000 women by Opinion Matters and Online Opinions in December 2011.

Kellogg’s takes the plunge into the New Year with Free Swim for Kids

23/12/2011 00:00:00

Kellogg’s is celebrating fifteen years of support for British Swimming in 2012 with a raft of activity to excite consumers in the lead up to the Olympics.

From January to March 2012, Kellogg’s is offering consumers a ‘Free Kids Swim’ on 30 million packs of cereal to encourage families to take the plunge together. Working with the Amateur Swimming Association, the cereal company has secured the participation of over 700 pools across the UK so families will be able to get fit and have fun in their local pool using their Kellogg’s vouchers.

From April to June, the kids and family cereal brands , including Corn Flakes, Coco Pops and Rice Krispies, will offer consumers a ‘Free Kid’s towel’ when you collect three special tokens which will feature on pack.

World Silver medallist and top British swimmer Hannah Miley will front the campaign – one of six athletes that form Team Kellogg’s. Hannah has received sponsorship from the cereal company since 2006 which has helped her progress through the rankings and more recently achieve medal success on the world stage.

The £2 million campaign will be supported by a media plan consisting of TV, radio & digital and the TV ads, created by Leo Burnett, will air in February and May.

Debbie Thomas, brand experience manager at Kellogg’s, said: “Kellogg’s has been a long standing supporter of grassroots swimming in the UK so we’re really excited about both the Free Kids Swim and Free Towel promotions as both will hopefully get more people in the pool which is really important to us.”

Kellogg’s is also the official breakfast cereal and cereal bar of the British and Irish swimming teams, providing food for the athletes all training camps leading up to the Olympic Games as well as all Amateur Swimming Association events in the UK.

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Kellogg's comments on The Children's Food Campaign report into digital marketing

16/12/2011 00:00:00

Commenting on the Children's Food Campaign report, Paul Wheeler from Kellogg's, said:

“It is absolute rubbish to say Krave’s digital marketing is aimed at kids as you need to be 17 to follow Krave on Facebook, play the Krave game and take part in our Krave vote. And, only people 16 or over can sign-up to the Krave newsletter. The report’s authors would have discovered this if they’d bothered to check their facts with us.

“We’ve asked many times to meet with the Children’s Food Campaign to ensure the information they send out is correct but they keep refusing a conversation.”

More ‘schmooze’ than scrooge – the average British worker set to spend the salary of a doctor this Christmas

02/12/2011 00:00:00

THE diagnosis for the UK’s finances is bleak but it seems there’s no better cure for British shoppers than splashing out this Christmas with the average worker spending the equivalent of a doctor’s wage, according to a new report.

Research by cereal giant Kellogg shows that over a third of people who earn the average national wage of £25,000 or less will splash out up to £2,000 on luxury goods in December.*

At 10 pc of their salary this is more than they would earn in a month and represents an income of over £40,000 - similar to the earnings of the average NHS doctor.

This is also double what they would normally spend as those surveyed claimed to only have outgoings of up to £1,000 in an ordinary month.

The report also showed that nearly a quarter of people who earned below the average wage clocked up similar bills of around £2,000 in December.

More surprisingly it was non earners who also came out high in the spending stakes with nearly two thirds confessing to splashing out at Christmas, with a fifth admitting to having outgoings in the region of £1,000.

Topping the Christmas splurge was the weekly supermarket shop with half splashing out on premium foods, a third on dining out and a quarter on branded goods.

It seems to be more schmooze than scrooge amongst shoppers with a fifth confessing that feeling under pressure to outspend relatives, friends and partners contributed to their mounting Christmas spends.

Meanwhile over half of the 1000 people surveyed said they go all out at Christmas simply to make sure they have the best time possible.

Three quarters of shoppers don’t feel guilty about their extra Christmas expenses with nearly a quarter claiming to harbour a ‘buy now, worry later philosophy’.

Surprisingly it was the ‘silver spenders’ that topped the polls with nearly three quarters (72 pc) of pensioners admitting to overspending at Christmas.

People in Yorkshire and the North East were the most careful with their festive finances, with only 18 pc spending more than usual in December, while people in Birmingham and London were the most generous.

It also seems like the festive hangover is getting tougher to shift with over half of those surveyed claiming it can take up to twelve months to pay off the extra cost of Christmas.

A Kellogg’s spokesperson, said: “No matter how tough it is out there, when it comes to spending, Christmas still remains the one exception to the rule.

“People get carried away with the moment and end up spending more in December as they only want to buy the best for their friends and family and there is certainly a competitive element of keeping up with the Joneses.

“It seems that spending on premium goods is the perfect medicine in December and judging by these results you really can’t put a price on Christmas.”

ENDS

Note to editors:

*Research by Online Opinions

Top ten Christmas “upgrades”

1	Weekly shop
2	Premium foods
3	Dining out in restaurants
4	Nights out
5	New clothes
6	Branded goods
7	Latest electronics
8	Take away food
9	Hair cuts
10	Trips to the cinema/theatre

Kellogg's to shake up cereal snacks category for Nutri-Grain overhaul

01/12/2011 00:00:00

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”

Ends

A new deal in cereal from Kellogg's

29/11/2011 00:00:00

Kellogg’s has signalled a radical shake-up in the way breakfast cereals are sold in the convenience channel and received the backing of a major wholesaler for its plans.

The company will slash the cost to store owners of stocking its cereal by launching new case sizes, with a new lower number of packets per case meaning lower investment in stock for independent retailers.

The move will impact seven of the 10 top selling cereals and all 40 million packets of breakfast cereal sold each year in the wholesale channel by Kellogg’s. It will bring the case cost of Kellogg’s cereal to below £12.

“This is about offering convenience retailers a new deal in cereal”, explained Lee Doherty, head of specialty accounts at Kellogg’s.

“Convenience retailers historically get lumbered with the same larger case sizes as their multiple cousins. The fact is convenience retailers tell us they don’t need such large cases as their volumes are smaller.

“Having large case sizes with 12 or 10 packets of cereal in each simply doesn’t add up for convenience retailers. At best it takes up a lot of storage space and at worst impacts cash flow as retailers have to pay out for more product than they need.

“Our announcement today will change all this and will see us offer new cases sizes of between five and six packs, created especially for convenience retailers. The end result will mean convenience retailers will be able to buy cereal for less and in the amounts they actually need.

“Put simply, smaller cases are less risky for retailers”, said Lee.

The move was welcomed by Booker. Steven Fox, Sales Director – Retail from Booker said: “I am delighted that Kelloggs have taken the lead and helped us to give our customers what they want. Cash management has never been more important to independent retailers and this is one step to help them with this. I am confident that these smaller packs will sell well and also help our customers offer a better choice in their stores.

The new case sizes will be rolled out from November, with all Kellogg’s products in convenience moving to either a five or six packet case.

In a linked move, Kellogg’s will be rolling our price marking to many of its cereal including a permanent price marked pack of £2.79 on Krave.

“This is about ensuring all our convenience customers have the right mix of products, at the right price and in the quantities they need”, concluded Lee.

Kellogg’s cereals account for 47% of the total cereal category in convenience and delivered over £72m in sales over the last 52 weeks in the channel.

ENDS

Note to editors:

Example new case prices for Kellogg’s cereals:

Brand	Number of packets per case	Recommended wholesale price per case
Coco Pops	6	£10.69
Crunchy Nut	6	£11.59
Bran Flakes	6	£11.49
Corn Flakes	5	£10.29

Kellogg's takes Rice Krispies Squares on a rocky road show

28/11/2011 00:00:00

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.

Ends

Notes to editors: * Kellogg’s Rice Krispies Squares Rocky Road is priced at 55p per bar or £1.89 for a multipack of four.

Widespread vitamin D deficiency in children triggers Kellogg's to add sunshing nutrient to its kids' products

28/10/2011 00:00:00

Kellogg’s to fortify household favourites such as Rice Krispies with Vitamin D to help combat sun shy Britain’s deficiency in essential nutrient

TO help tackle the growing issue of illnesses relating to vitamin D deficiency, such as Rickets¹, Kellogg’s is adding vitamin D to all of its kid’s cereals² in the UK.

With the clocks going back this weekend and reduced sunlight, its important parents consider alternative ways to boost their children’s Vitamin D intake.

New research released today shows that 94 per cent of Paediatric Dietitians³ feel that parents aren’t aware of the importance of vitamin D in the diet.

Worryingly a further 82 per cent of Paediatric Dietitians surveyed have seen an increase in cases of Rickets in the last five years and 46 per cent say they have seen cases of Rickets in the last year alone.

While PCT statistics show that the number of children younger than ten admitted to hospital with rickets was 140 per cent higher in 2009 than in 2001⁵

A recent study carried out by consultant orthopaedic surgeon Professor Nicholas Clarke at Southampton General Hospital showed more than 20 per cent of children checked for bone problems in his clinic had significant deficiencies.

Professor Clarke comments: “Although we have seen an increase in awareness of rickets as a condition, it does not seem to have reduced the prevalence of vitamin D deficiency in the population we treat and that is of great concern.

“Our study showed that Vitamin D deficiency does not occur in any particular ethnic minority or social depravation group. It’s something that affects all demographic groups.”

It’s important that everyday, commonly eaten foods are fortified in order to have an impact on children’s Vitamin D levels in the diet. Kellogg’s children’s cereals are in 82 per cent of households so by adding vitamin D to these cereals, Kellogg’s will be helping to boost levels of the sunshine nutrient.

Currently there isn’t a recommended nutritional intake (RNI) of Vitamin D for children over 5 because it is assumed they will get enough from sunlight.

However with parents increasingly worried about exposing their children to sunlight, covering them in high SPF creams, and kids generally spending more time indoors on computer games and watching TV, Rickets is on the increase.

Jacqui Lowdon, chair of the Paediatric Group at British Dietetic Association comments: “'Health professionals are increasingly becoming aware that even mild vitamin D deficiency can be detrimental for long-term health. Its important that children are encouraged to get some sun exposure without sunblock, more foods are fortified with Vitamin D and supplementation is encouraged.”

Health care professionals currently recommend supplements for children under five but less than one⁶ per cent of parents give their child a Vitamin D supplement.

Alyson Greenhalgh-Ball, European nutrition director at Kellogg’s said: “What’s worrying is that Rickets is the extreme end of the scale and many more children will be suffering from Vitamin D deficiency which can lead to other health problems.

“It’s important the government takes this issue seriously and recognises the need for parents to be better informed about the risks of vitamin D deficiency.”

Kellogg’s has a long history of fortifying its cereal of with essential vitamins. Folic acid was added to Kellogg’s cereals in the 1980s to address the problem of neural tube defects. The FSA has identified breakfast cereals as an important contributing factor to the decreased incidence of Spina Bifida.

For more information on Vitamin D visit www.vitamindawareness.com

Ends

For more information please contact the Kellogg’s press office on 0161 869 5500.

Notes to editors:

1. Rickets affected two thirds of infants prior to the 1900s but almost died out in the late 1930s when various measures were taken by the government to safeguard health. 83 per cent of Paediatric Dieticians have seen an increase in Rickets in the last 5 years and a study in Southampton by Professor Nicholas Clarke showed 20 per cent of children had signs of Rickets.

2. By the end of 2012 Vitamin D will be added to the following Kellogg’s cereals: Coco Pops, Coco Pops Moons & Stars, Coco Pops Rocks, Coco Pops Moons and Stars and Rice Krispies, Rice Krispies Multigrain and Honey Loops. We’ve already added Vitamin D to Kellogg’s Cornflakes, Special K and Coco Pops Choc N Roll and Mini Max, Ricicles.

3. Survey for Kellogg’s in July with 120 British Dietetic Association (BDA) Paediatric Dieticians.

4. . Research by Opinion Matters with 1033 UK parents in June 2011.

5. Freedom of Information responses from 70 PCTs. The responses refer to the number of patients admitted to hospital with rickets, not the number diagnosed with or treated for rickets by their GP.

6. National Diet and Nutrition Survey (Rolling Programme) 2011.

What is Vitamin D?

Vitamin D is known as the sunshine vitamin because our skin can produce vitamin D from the sun’s ultra violet light (UVB). It helps control the amount of calcium we absorb and is important for the development of strong bones.

Thousands of children start the school day hungry

11/10/2011 00:00:00

Thousands of children start the school day hungry as budget cuts force breakfast clubs to close

Thousands of British school children face going hungry in the morning after teachers revealed that one in eight breakfast clubs have been shut down resulting in 75,000* children going without breakfast each day.

Over 20,000 breakfast clubs were running in schools around Britain providing a nutritious meal for children as well essential childcare for working parents. However, 3000 of these have now closed and more than half of the teachers surveyed (52%) said that budget cuts were to blame.

The new report by Kellogg’s Corn Flakes has revealed that of those breakfast clubs still going, 45% of teachers think budget cuts will force their breakfast clubs to close unless other funding becomes available. This is despite Prime Minister David Cameron recently saying a child’s future depends on a good start to the day, with a healthy breakfast.**

The report reveals the detrimental impact the closure of breakfast clubs could have according to teaching professionals across the UK. Almost two thirds of teachers (62%) believe that the closure of their breakfast club would result in lower grades in their school. Behaviour would also deteriorate according to more than half (52%) of the teachers and nearly all (98%) felt those students that had eaten breakfast were able to concentrate better in lessons that those that hadn’t.

Attendance (37%) and punctuality (51%) would also be negatively impacted according to the report and one in six (17%) teachers felt that certain children wouldn’t get breakfast at all if it wasn’t for the breakfast club.

Education Secretary Michael Gove has stated that corporate organisations may need to ‘put their hands in their pockets’ to bridge the funding gap.

In response, Kellogg’s Corn Flakes is launching the ‘Help give a child a breakfast’ campaign and the company is pledging to make a donation to school breakfast clubs for every pack of Corn Flakes sold with the target of raising a minimum of £300,000 – which will provide one million breakfasts by the end of 2012.

Mr John Lane, head teacher from Sacred Heart Primary School in Islington, London said: “Breakfast clubs are a lifeline for many children but with budgets being tight they could sadly become an unaffordable luxury in future.

“If our club were to close, not only would that impact on teachers, who would have to contend with distracted pupils, and parents, from a childcare perspective, but it’s the children that would ultimately pay the greatest price.”

According to the research, a quarter of primary school teachers felt that the closure of their breakfast club would significantly inconvenience parents and Siobhan Freegard from leading online parenting organisation Netmums agrees.

“Breakfast clubs are a sanity saver for us mums – particularly working mums – because we’re pushed for time in the morning and we know our children are benefiting from a good breakfast that will help them learn and achieve. Many parents would really struggle for childcare if schools were to cut back on wrap-around services putting increased pressure on our jobs.”

Kellogg’s has been supporting school breakfast clubs in the UK since 1998 investing £1.5million into setting up new clubs. Bruce Learner, Head of Corporate Responsibility at Kellogg’s, said: “We decided to launch this campaign to help existing breakfast clubs as we’ve had a constant stream of schools contact us to say their breakfast clubs are closing and we know what a vital service they provide to children, parents and teachers.”

It’s hoped the campaign will help bridge the funding gap and Kellogg’s are calling on schools to apply for the grants by visiting www.giveachildabreakfast.co.uk

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For further information, including a selection of case studies, please contact Kate Prince at Kellogg’s on 0161 869 5035/07812 355441 or email kate.prince@kellogg.com

Notes to Editors

727 teaching staff from across the UK took part in the research by Edcoms including Head teachers, deputy head teachers, assistant head teachers and teachers.

Kellogg’s works in partnership with education charity ContinYou on its breakfast club programme. Over the last twelve years, we have set up over 500 breakfast clubs which serve 1.5 million breakfasts each year.

*Breakfast clubs serve an average of 25 children a day - 3000 clubs have closed x 25 = 75,000.

**Quote from Prime Minister David Cameron: “Getting the best start in life is important for a child’s future and that start can begin quite literally, even before the school day, with a healthy breakfast.” SOURCE: www.number10.gov.uk

Kellogg's launches new Mini Max cereal in convenience channel

01/09/2011 00:00:00

Kellogg’s has signalled a major shake-up of its kids’ cereal range with the launch of its first new children’s cereal brand in more than two decades.

In-store from October, Kellogg’s Mini Max will be Kellogg’s first new brand of kids’ breakfast cereal since it launched Honey Nut Loops in 1989.

The company has targeted Mini Max to be a £30 million brand making it bigger than Kellogg’s Frosties in terms of value sales.

Mini Max is low in salt, low in saturated fat, high fibre and a source of D and B vitamins and iron. The balance of nutrients means the cereal passes the strict profile to be advertised on childrens’ television.

Available in both original and chocolate flavours, Mini Max is small parcels of wholegrain wheat made from grain grown in the farms of East Anglia and Northamptonshire.

Mini Max is based on a highly successful product marketed by Kellogg’s in the USA called Mini Wheats which was launched in 1972 and has a 3.9% value share of the cereal category.

Lee Doherty, head of specialty accounts at Kellogg’s, said: “Many parents know that getting their kids to eat breakfast each day can be a struggle. Our research showed us there was a gap in the market for a kids’ cereal which mums could feel good about and that kids actually wanted to eat. That’s why we developed Mini Max and our studies show the cereal delivers for both parents and kids.

“For our retailer partners, we are clear the launch of Mini Max presents an opportunity to grow the category. It’s about ensuring the breakfast cereal category continues to grow by offering new food to meet the changing needs of shoppers”.

Kellogg’s Mini Max will be launched in the convenience channel with a promotional price marked pack of £2.

Kellogg’s will invest £2.5 million this year in a marketing campaign to promote the product including advertising in kids’ TV programming and in-store support.

ENDS

Kellogg's helps retailers get choc orange sales boost

01/09/2011 00:00:00

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

Krave challenge hits convenience retailers

01/09/2011 00:00:00

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 31^st October this year to vote on Facebook for their favourite of the two flavours. Kellogg’s will then roll out the winner from 1^st 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

Kellogg's overhauls kids' portfolio

22/08/2011 00:00:00

Kellogg’s has signalled a major shake-up of its kids’ cereals.

The company has unveiled its first new childrens’ cereal brand in more than two decades and will re-launch Rice Krispies Multi-Grain.

The move comes as Kellogg’s looks to grow the category by offering shoppers a greater choice of lower salt and sugar cereals. It follows the company’s announcement last year that it would reduce sugar across its Coco Pops range.

In-store from October, Kellogg’s Mini Max will be Kellogg’s first new brand of kids’ breakfast cereal since it launched Honey Nut Loops in 1989.

The company has targeted Mini Max to be a £30 million brand making it bigger than Kellogg’s Frosties in terms of value sales.

Mini Max is low in saturated fat, high fibre, a lower salt choice and a source of D and B vitamins and iron. The balance of nutrients means the cereal passes the strict profile to be advertised on childrens’ television.

Available in both original and chocolate flavours, Mini Max is small parcels of wholegrain wheat made from grain grown in the farms of East Anglia and Northamptonshire.

Mini Max is based on a highly successful product marketed by Kellogg’s in the USA called Mini Wheats which was launched in 1972 and has a 3.9% value share of the cereal category.

Kellogg’s will invest £2.5 million this year in a marketing campaign to promote the product including TV advertising and in-store support.

Paul Humphries, kids’ marketing controller from Kellogg’s, said: “Many parents know that getting their kids to eat breakfast each day can be a struggle. Our research showed us there was a gap in the market for a kids’ cereal which mums could feel good about and that kids actually wanted to eat. That’s why we developed Mini Max and our studies show the cereal delivers for both parents and kids.

“For our retailer partners we are clear the launch of Mini Max presents an opportunity to grow the category. It’s about making sure the category has the right type of new products to meet the changing needs of shoppers.”

Kellogg’s will also strengthen its kids’ portfolio by re-launching its existing Rice Krispies Multigrain cereal which it brought to market in 2004 under the name Kellogg’s Rice Krispies Muddles.

The product, which already passes the profile to be advertised to on childrens’ television, will be having a make-over including a packaging redesign and a new advertising campaign.

Rice Krispies Multi-grain is Kellogg’s only cereal which is designed to appeal to mums with young children. It is high fibre, made with wholegrain and low in salt.

Paul said: “Rice Krispies Multi-grain is a mini success story and has grown by 17 percent in the last year. The big appeal is the simple, fun shapes of the individual pieces of cereal which kids love and the good nutritional credentials of the food for mums. This re-launch is about bringing the good news of Multi-grain to more mums.”

Kellogg’s will be spending £1 million advertising Rice Krispies Squares to promote the product.

Paul concluded: “We are commitment to listening to parents and making sure our choice of products continued to meet their needs. The launch of Mini Max and the re-launch of Rice Krispies Multi-grain is further evidence that we doing this”.

ENDS

THE REINVENTION OF A CLASSIC

01/08/2011 00:00:00

THE REINVENTION OF A CLASSIC

KELLOGG’S MAKES ONE OF ITS OLDEST HOUSEHOLD NAMES ALL BRAN NEW

KELLOGG’S has revealed plans for a complete overhaul and re-launch of its 90 year old All Bran brand.

Under the plans, which are part of a global initiative by the company, All Bran will be marketed as an everyday digestive health ally for women aged 35 plus and will expand its portfolio to address the taste needs of this audience

In addition to the launch of a tasty new high fibre cluster cereal - All Bran Golden Crunch - Kellogg’s Bran Flakes and Sultana Bran will move under the All Bran banner alongside the original shred product.

The range will be supported by a £5m multi-media campaign under a new marketing strapline of “Feel All Bran New” to give it a new feminine positioning as a breakfast solution to everyday digestive discomfort, to help women feel revitalised ready for the day ahead

The re-launch focuses on the benefits of wheat bran fibre – a key ingredient in the All Bran range – which is one of the few fibres currently approved by EFSA for digestive health claims.

All Bran Golden Crunch, a deliciously light and crunchy multi-grain cereal oven-baked for a golden crunch, is being positioned as a “taste” product in the portfolio and Kellogg’s believes this new high fibre cereal offering will also help bring thousands of women into the brand and is investing an unprecedented £2m in an extensive door drop campaign across the UK.

Gill Riley, Kellogg’s UK Marketing Controller Adult brands, said; “Digestive health is a booming need state and there is a clear role for the breakfast occasion to provide a compelling solution to this need.

“We see a great opportunity with All Bran as research tells us 70pc of women in the UK suffer from digestive discomfort and one of the best solutions to help prevent or combat symptoms is wheat bran fibre – yet 4 out of 5 people are not getting enough because they find it difficult to incorporate it into their daily diets.

“In the past All Bran has been known as an acute digestive remedy for older people and with this re-launch we hope to change consumer perceptions and make it easier for women to incorporate wheat bran fibre into their diets.

“Particularly through the launch of our new tasty high fibre cereal Golden Crunch we aim to drive penetration and achieve significant growth marking a new age for Kellogg’s second oldest brand.”

Ends

Notes to editors: For further information, images and interviews please contact Louise Davies in the Kellogg’s Press office on 0161 869 5500

Statement on Kellogg's and high speed rail (High Speed 2)

26/07/2011 00:00:00

The heart of Kellogg’s is in Manchester but the fact is getting our people quickly and easily to London is vital for our business. High speed rail will reduce journey time to the capital and boost Manchester’s economy and that’s why we support it.

ENDS

Sale of Rice Krispies in Denmark

27/05/2011 00:00:00

Kellogg’s wishes to point out no Kellogg’s Rice Krispies products have been banned or removed from supermarket shelves in Denmark – either in the past or now – despite media stories this week to the contrary.

In 2003 we applied to the Danish government to sell Rice Krispies in the same form as they are sold elsewhere in Europe – fortified with vitamins and minerals.

Due to the Danish government’s reticence to allow foods which are fortified on supermarket shelves, that application was denied.

So, we put non-fortified Rice Krispies in the market instead and that’s what is on sale today. None of our products have ever been banned in Denmark.

ENDS

Women literally do carry everything but the kitchen sink in their handbag

20/05/2011 00:00:00

- New study reveals women carry around everything from sex toys to screwdriver kits with them everyday

Baby teeth, spare knickers and a piano tuning fork are just some of the bizarre items women carry around in their handbags, new research has revealed.

Among the top ten practical items found in a woman’s handbag such as keys, tissues, make up and a snack were some more unusual “everyday essentials” such as tarot cards, porn dvds, dog biscuits and their husband’s medication, according to the study of 2000 UK women by Special K Mini Breaks.

A number of more obscure and sentimental objects were also uncovered in the research. A son’s baby tooth, a daughter’s first pair of shoes, a lock of a grandchild’s hair and their father’s watch were among some of the comforting things women wanted to have with them at all times.

Many women also carry mementos such as champagne corks or confetti from their wedding day or a pebble from a beach when on holiday.

More worryingly a number of women admitted they carry their entire identity around with them at all times including marriage and birth certificates and passports.

The research by Special K Mini Breaks also delved into the inner psychology behind a woman’s handbag.

It seems many women are emotionally tied to their bags and a well-stocked and oversized bag offers them security.

The survey found that 19% of women said they use their handbag as an object to hide behind when they’re not feeling confident or are having a “fat day”.

When describing their relationship with their handbag 16% of women said their handbag was like a “security blanket” and 21% said receiving a compliment about their handbag was the ultimate flattery.

Handbags are used as status symbols too with nearly a third of women saying they always notice another woman’s handbag and 22% considering a woman with an expensive handbag as having good taste.

Victoria Beckham was named as the celebrity with the most sought-after handbag collection, followed by Alexa Chung and Cheryl Cole.

Sophie Colling from Special K Mini Breaks said: “It’s amazing to see what women carry around with them. What a woman keeps in her handbag is a reflection of their life and women who are on the go need to be organised.

“Carrying essential items such as snacks in your handbag demonstrate how women are in control of their lives. This is a woman who knows what she wants – she’s got a busy life but is still thinking about how she looks. With 99 calories, carrying a snack such as a bag of Special K Mini Breaks is the ultimate way to make sure she doesn’t undo any good intentions.”

Celebrity psychologist, Jo Hemmings said: “Our handbags contain the essence of our psyche – our phones, make up, house keys, photos, diaries, ipods – all very personal and intimate stuff. Our bags speak volumes about us and it’s very commonplace to use them as a barrier and a protection between the outside world and us. I often see celebrities doing this when they’re in a difficult place in their personal lives.”

Handbag guru, Kathryn Eisman said: “A woman’s handbag is an extension of who she is and helps her facilitate the numerous roles she plays in the 21st century - be it files for her career, shopping lists for her domestic responsibilities, make-up to be aesthetically pleasing, etc. If women are indeed urban warriors, then their handbag is their armoury and ammunition.

“A woman’s handbag is her grown up ‘security blanket’ - carrying the necessary items to navigate a busy world. Safety pins, pain killers, snacks...a woman can always be prepared, as long as she has her handbag.”

The top 10 most common items found in handbags

1. Keys

2. Pens

3. Tissues

4. Paracetamol / medication

5. Receipts

6. Make up

7. Tampons / plasters / other first aid items

8. Sunglasses

9. Snack / chewing gum

10. Compact mirror

Ten of the weirdest things people carry in their handbags

1. Screwdriver kit

2. Porn dvd

3. Son’s baby tooth

4. Daughter’s first pair of shoes

5. Intimate toys

6. Tarot cards

7. Vampire voodoo doll

8. Confetti from their wedding day

9. Spare knickers

10. Piano tuning fork

For more information visit www.specialkfoods.co.uk

- Ends -

The research for Kellogg’s Special K Mini Breaks was carried out from 19 – 28 April 2011 using a sample of 2091 UK women.