Kellogg’s to launch premium fruit and granola snack bars

Kellogg’s is set to strengthen its portfolio of single-serve bars by releasing two fruit and granola variants into the convenience channel next month.

The new additions, which have an rsp of 69p, include 5 Grain Muesli Bar: Red Apple, Peanuts & Pumpkin Seeds and Nutty Chewy Bar: Dark Chocolate & Roasted Almonds.

Both bars come in transparent packaging and will be manufactured in cases of 18 x 30g and 16 x 35g formats respectively. Each outer case can also be transformed into a counter top unit for retailers.

Over 1.5 million bars will be distributed following the January launch in a month-long shopper sampling exercise, taking in train stations as well as online and street giveaways. This will form part of a £2 million launch plan, including press advertising and shopper marketing.

Nick Dawson, Kellogg’s sales director for specialty channels, says: “We’re launching our biggest brand – the Kellogg’s Masterbrand – into fruit and granola snacks, and we expect to grow the category significantly.

”Over six out of ten Kellogg’s cereal bar shoppers don’t currently buy into the fruit and granola segment (Kantar). This is an obvious opportunity to add incremental sales to both the category and to Kellogg’s snacks business.”

The company has also announced that the new bars will be available in multipacks, plus two extra flavours, at all major UK supermarket chains from January. Price-marked versions of the 5 Grain Muesli Bar and Nutty Chewy Bar will launch across all channels later in 2016.

Tel: Kellogg’s (0800) 626066