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Kellogg’s lifts the lid on new on-the go- growth opportunity


Cereal giant to launch new portable cereal pots to help retailers capitalise on missed breakfast occasion

According to Kellogg’s, this latest venture will help fuel further category growth for the channel as the company believes a convenient cereal product is missing from the current breakfast on-the-go portfolio.

And while porridge pots and sachets have been hugely successful over the past few years, insight shows that the relative size of the ready to eat cereal market is six times greater than porridge at £1.3 billion.

This presents a huge opportunity for retailers to explosively grow on-the-go sales at breakfast which is the biggest meal occasion in the UK.  

The cereals included in the new Kellogg’s cereal to go range are Kellogg’s Special K, Corn Flakes, Krave, Crunchy Nut and Rice Krispies. They will be available from April 2014 and have an RRP of 99p.

Nick Dawson, UK customer director of specialty channels at Kellogg’s, said: “Cereal is the most popular breakfast choice but if you’re busy and on-the-go in the morning, it might not be the most practical one.

This is the second time Kellogg’s has introduced cereal pots, after initially launching a similar format in 2008.

Dawson added: “We trialled a cereal pot a few years ago but we didn’t get it right so what can retailers expect this time round?

“Firstly we have significantly increased the size of the pots but kept the same price so it’s better value. It’s also across a bigger range of cereals based on what shoppers told us they wanted and the launch will be supported by a strong promotional plan.

Example B
"Porridge pots and sachets have been a huge hit as they give you back the gift of time and convenience- but we know people prefer cereal and we are innovating to meet these needs. “There are 14.8 billion breakfasts eaten outside the home and we believe our cereal pots will provide the perfect harmony at breakfast by offering shoppers cereal in a convenient format they can eat anywhere. It presents a huge opportunity for retailers to drive incremental sales in store."