Karen Dempsey Kellogg's is gearing up for a major out of home push with the launch of To Go Twinpots. The next step on from the Kell-Bowl concept (initially devised for foodservice), the Twinpot is designed for those who skip breakfast at home and who eat on the go or at their desks. It includes a portion of cereal ­ Corn Flakes, Crunchy Nut Corn Flakes, Bran Flakes, Special K or Frosties ­ a serving of Express Dairies extended life semi-skimmed milk, a sachet of Tate & Lyle sugar and a spoon. It will be available from this month (rsp: 79p-99p). Chris Doyle, Kellogg's head of marketing for out of home consumption, said: "Globally Kellogg's has decided that the out of home concept is the key to its future. Everyone knows Kellogg's is a great household brand and we want to get it out a bit more. "This launch is the spearhead of that in the UK. It is a major departure from cereals in boxes and is part of a great line of initiatives. " Key to the success of Twin pots will be getting distribution in new channels for Kellogg's such as sandwich fixtures, forecourts, takeaway food counters, railway stations and airports. A £15m budget will fund TV ads for the Kellogg's brands this year, while specific promotion for Twinpots will focus on point of purchase activity. Doyle added that Kellogg's may eventually bring out multipacks of Twinpots. {{MARKETING - P&P }}

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