New Products

Coco Pops comes out swinging with new delicious Choco Bakes

Kellogg’s is taking a big swing at expanding the Coco Pops brand with delicious new brownie-style bakes.

Coco Pops Choco Bakes, arriving on-shelf in June are perfect for customers who want something new from the Coco Pops brand – the number one brand in kid’s cereal.

Choco Bakes appeal to customers who are looking for a new before-school breakfast and after-school snacking option.

Sales of Coco Pops cereal bars are up eight per cent year-on-year*, but around six out of ten of those bars are consumed at breakfast.

Meanwhile, after-school snacking is the fastest growing snacking occasion among kids** – up four per cent – and it’s an even more popular time for treats than morning break at school. View our POS display units to help with merchandising.

Choco Bakes – tasty wheat bakes with chocolate chips – offer wide appeal to your customers as they cater to children and parents wanting to grab a treat after school. Certainly more so than cereal bars, whose consumption is still connected to breakfast.

Choco Bakes are great for kids as they are a good source of fibre, a source of calcium, and contain no artificial colours or preservatives.

They also adhere to Ofcom's strict nutrition guidelines for healthy foods, meaning they meet the high standards required to advertise to children. As such, Kellogg’s is backing the launch of Choco Bakes with a £1.5m marketing spend, including TV advertising and a print advertising campaign targeting mums.

The bars are launching in both 39p PMP and non-PMP in line with the rest of Kellogg’s range. Singles weigh 38g and contain just 142 calories. Bars in the 5-bar multipack weigh 30g.

Nick Dawson, Kellogg’s sales director for the specialty channel, said: “These bars are ideal for stores that have a busy before-school or after-school trade.

“We think Choco Bakes are a real winner: our testing showed that 73 per cent of mums would either definitely or probably buy them, and most thought they’d probably want to eat it in the afternoon. We expect the Bakes to be highly incremental to the Coco Pops brand.

“Importantly, we also expect the Bakes to be incremental to the category. The Coco Monkey character appeals to a wider age range of children in comparison to other kids’ products currently on the market.”

Choco Bakes multipacks continue the fun with games printed on the back of the pack, and there are seven different collectible designs on the inner wraps.

While after-school snacking is the focus for the convenience sector, the bars also taste brilliant when dipped into a glass of milk!

For more information on Coco Pops Choco Bakes please contact the Kellogg’s Press Office on 0161 869 5500 or email 


IRI data to end of January 2016

**Data from Kantar Worldpanel, 2015