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13 Jan, 2017

Kellogg’s Launches Crunchy Nut Peanut Butter Clusters to Help Retailers Capitalise on a Nation of Taste-Seekers


Crunchy Nut Peanut Butter Clusters

Kellogg’s has launched a new variant for its Crunchy Nut Clusters range, diving into the peanut butter flavour trend while helping retailers to attract an age-defying demographic of taste-seeking shoppers.

New Kellogg’s Crunchy Nut Peanut Butter Clusters is a combination of delicious oats and wheat crisps, baked to crunchy perfection with added chunks of peanuts. The cereal uses peanut butter as the binding ingredient – a first for any Kellogg’s cereal.

The launch sees the cereal giant taking advantage of two key movements in the UK market; taste-seeking shoppers who hunt for a varied, ingredient-focused breakfast, and the peanut butter flavour trend, an ingredient which has seen a +15% volume growth over the last four years*.

Kellogg’s Crunchy Nut Peanut Butter Clusters will be the third variation of Crunchy Nut Clusters, a range which is worth £10.7m to the Crunchy Nut Brand, joining the existing Honey & Nut and Chocolate flavours.

To drive footfall in stores, Kellogg’s is investing £2.5m in TV advertising, supported by POS and in-store promotions. Packs and visuals will leverage the brand’s humorous personality, delivering memorable taste messages to attract a market of shoppers actively looking for a unique and indulgent taste experience.

A Kellogg’s spokesperson said: “Crunchy Nut Clusters are the second largest variants after Crunchy Nut Original and with only two SKUs in the range, we knew there was room and appetite for more.

“The Crunchy Nut consumer loves a range of breakfast options and is always on the lookout their new favourite flavour, so our new Peanut Butter variant aims to offer taste-seekers the variety they crave, while tapping into a rapidly growing flavour trend.

“We also expect this to draw new shoppers to the Crunchy Nut brand; peanut butter flavours are constantly engaging new consumers, with penetration into the market growing at +2% YOY in the spreads category*.

“With this, and our knowledge that the Crunchy Nut Clusters brand appeals to people of all ages, we’re confident Peanut Butter Clusters will be a hugely successful route for retailers to tap into the UK market of taste-seekers in 2017.”

The launch of Kellogg’s Crunchy Nut Peanut Butter Clusters joins a line of 2017 product innovations from the cereal giant; Kellogg’s has recently launched a new Coco Pops Granola and will be reformulating a number of its core brands throughout the year.

*Source: IRI UK, 10 years is end of 2005-2015; 4 years is end of 2011-2015.

**Source: Kantar UK | Total Retailers | Peanut Butter | 52 w/e 19 June 16.


For more information and images, please contact the Kellogg’s Press office on

0161 869 5500 or email