The Kellogg Building Talbot Road Manchester M16 0PU General Enquires 0161 869 2000 Web: www.kelloggs.co.uk Key personnel Managing director Michael Carey Sales director Kevin Jones Marketing director Guy Longworth Key brands Nutri-Grain Nurti-Grain Twists Special K Bar Rice Krispies Squares Nutri-grain Elevenses Cereal and Milk Bars Müller Corners with Kellogg's Cereal Real Fruit Winders Pop Tarts Healthy eating is the buzz word in the snack sector at the moment and Kellogg's says it has healthy snacking all wrapped up. UK sales director Kevin Jones says: "The Kellogg's range allows the retailer to stock a well balanced product mix based on established brands and exciting new innovations. The Kellogg's portfolio targets different user groups and healthy snacking occasions from breakfast snacks to evening treats. "Kellogg's cereals make an ideal snack that can be eaten between meals without spoiling your appetite. In fact, many people now enjoy a bowl of Kellogg's cereal for supper or as an afternoon snack. "In developing its convenience range Kellogg's has struck the perfect balance between lower-fat credentials and consumers' high taste expectations. The latest market data from IRI shows that the cereal bar market grew by 8% in the 12 months to May 2001 and is now worth in excess of £109 million at retail." Kellogg's launched Nutri-Grain in 1997 as a way of enjoying breakfast on the go'. The brand is now worth £35m at retail and is the leading cereal bar brand. Kellogg's have been on a bit of a roll as far as innovation is concerned ­ and the ideas keep coming. In 2000 Kellogg's launched Nutri-Grain Elevenses. Prior to this came the introduction of Kellogg Cereal & Milk Bars, combining cereals such as Frosties & Coco Pops. Building upon successful innovation behind strong cereal brands, Kellogg's then launched the Special K Bar in August 2001. The Rice Krispies Squares success story looks set to run and run too and the 1999 launch of Chocolate Rice Krispies Squares grew the brand by 50% (vol) in its first six months. The launch of Rice Krispies Chocolate Caramel Squares in 2000 gave the range ­ which sells more than four million bars every month ­ an added boost. To add to this portfolio, we have also introduced our first non-cereal product," says Jones, "Real Fruit Winders. A ground breaking innovation in kids' confectionery and over 70 million rolls have been sold to date ­ equivalent to 47,600km if placed end to end! Kellogg's Real Fruit Winders are fruit snack strips containing over 50% real fruit wound up in a comic strip wrapper and are available in 3 great flavours ­ Blackcurrant, Orange and Strawberry. "We have also combined Müller Corner with Crunchy Nut Corn Flakes, Müller Corner with Kellogg's Frosties cereal and Müller Corner with Kellogg's Coco Pops cereal ­ is aimed at the increasing number of people who are eating breakfast on the go.' "Kellogg's cereals and snacks provide retailers with various possibilities for sales and offer consumers something for every occasion. With the sector going from strength to strength there are ample Kellogg's product opportunities for retailers to choose from." {{Z SUPPLEMENTS }}

Topics