>>A REVIEW OF ONE OF LAST YEAR’S LAUNCHES
Product: Rice Krispies Multi-Grain
Company: Kellogg
Launch date: February 2004
For a new brand to succeed within the fairly saturated cereals market, it needs a point of difference to make it stand out.
It looks like Kellogg has managed to do just that with its pre-biotic Rice Krispies extension, the only UK kids’ cereal containing pre-biotics.
Rice Krispies Multi-Grain, the name of which has just been changed from Rice Krispies Muddles, hit shelves in February 2004 and was positioned as a health boost for children with the on-pack slogan ‘Helps keep kids healthy from top to toe’.
The newcomer has clocked up an impressive 61% distribution of all possible outlets and is now a £5m brand[ACNielsen MAT March 19, 2005].
“The product has worked well as a result of the Rice Krispies brand tie-in, and because it is a healthier alternative to some of the more traditional sugary children’s cereals,” says Shaun Quinton, trading manager, Musgrave Budgens-Londis.
The newcomer also scores high when it comes to consumers trying the product. Nearly 9% of ACNielsen’s consumer panel, which is made up of 10,000 GB households, have tried the product with a huge 31% of those returning for a second purchase.
Not surprisingly, the cereal comes through as a strong family brand, favoured by larger households with children, and has proven especially popular with 5+ households.
Kellogg took the decision to change the name to communicate the exact health benefits of the product, in line with the company’s global marketing strategy for the Rice Krispies portfolio. According to one buyer, the change of name has already helped to further improve sales.
Rice Krispies Muddles, which contains inulin - a plant extract said to help the body produce ‘friendly’ bacteria - was the first new line for the 77-year-old brand.
Kellogg backed the offering with a £4m support package targeted primarily at parents including TV and press advertising, a sampling campaign, plus direct mail to healthcare professionals.
Product: Rice Krispies Multi-Grain
Company: Kellogg
Launch date: February 2004
For a new brand to succeed within the fairly saturated cereals market, it needs a point of difference to make it stand out.
It looks like Kellogg has managed to do just that with its pre-biotic Rice Krispies extension, the only UK kids’ cereal containing pre-biotics.
Rice Krispies Multi-Grain, the name of which has just been changed from Rice Krispies Muddles, hit shelves in February 2004 and was positioned as a health boost for children with the on-pack slogan ‘Helps keep kids healthy from top to toe’.
The newcomer has clocked up an impressive 61% distribution of all possible outlets and is now a £5m brand[ACNielsen MAT March 19, 2005].
“The product has worked well as a result of the Rice Krispies brand tie-in, and because it is a healthier alternative to some of the more traditional sugary children’s cereals,” says Shaun Quinton, trading manager, Musgrave Budgens-Londis.
The newcomer also scores high when it comes to consumers trying the product. Nearly 9% of ACNielsen’s consumer panel, which is made up of 10,000 GB households, have tried the product with a huge 31% of those returning for a second purchase.
Not surprisingly, the cereal comes through as a strong family brand, favoured by larger households with children, and has proven especially popular with 5+ households.
Kellogg took the decision to change the name to communicate the exact health benefits of the product, in line with the company’s global marketing strategy for the Rice Krispies portfolio. According to one buyer, the change of name has already helped to further improve sales.
Rice Krispies Muddles, which contains inulin - a plant extract said to help the body produce ‘friendly’ bacteria - was the first new line for the 77-year-old brand.
Kellogg backed the offering with a £4m support package targeted primarily at parents including TV and press advertising, a sampling campaign, plus direct mail to healthcare professionals.
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