Kellogg’s targets New Year health kick with new breakfast pouches

Kellogg’s is urging wholesale customers to ‘capitalise on the healthier breakfast trend’ by stocking Ancient Legends – a range of resealable granola, muesli and cereal pouches.

The new offering takes its name from ancient grains, such as spelt, rye and chia, that make up the products. There are six flavours, each priced at around £2.99 and available in cases of five. One granola variety and one muesli variety will also be made available in £2.49 PMPs in the summer.

The launch is being backed by a £7.5 million media spend, comprising outdoor, digital and TV advertising, PR, social media and PoS activation.

Nick Dawson, sales director for specialty channels at Kellogg’s, says: “Muesli and granola is a segment that is in year-on-year growth in the wider market, and it represents a great growth opportunity in convenience.

“Some 15% of the total cereal market value is in muesli and granola, but in convenience that figure is just 7%, which gives us significant headroom to grow (IRI).

“Ten years ago, muesli and granola would have been thought of as being a bit more niche, but today the segment has 47% penetration in UK households.”

Ancient Legends marketing manager Ruth Gresty comments: “A number of companies have released products containing Ancient Grains, but they tend to be niche offerings which complicate the fixture.

“People often hear about chia or rye, but then they’re shocked by the cost: we’re presenting the consumer with a great value set of products that they can purchase in the knowledge that they’ll have the scrumptious taste that Kellogg’s can provide.

The full range comprises:

Ancient Legends Muesli:
– Puffed Spelt, Pumpkin & Sunflower Seeds, Sultana & Flax Seeds
– Quinoa, Apple, Cranberry & Chia Seeds

Ancient Legends Granola:
– Spelt, Cranberry, Sultana & Flax Seeds
– Rye, Chia Seeds, Sultana & Pumpkin Seeds

Ancient Legends Cereal:
– Rye, Cranberry, Almond & Flax Seeds
– Spelt, Apple, Sultana & Chia Seeds

Tel: Kellogg’s (0800) 626066