Kellogg’s is hoping to cater to shoppers’ growing appetite for protein with a new chocolate-flavoured cereal.
Called High Protein Bites (rsp: £3.50/400g), the non-HFSS cereal will debut in Choco Hazelnut.
It is high in fibre and comprises 21% plant-based protein from maize, wheat, oat and wheat gluten.
The NPD will launch into Sainsbury’s in May, before rolling into all major retailers from July 2025.
“We understand the benefits of a protein-rich breakfast to help kick-start your day, and we know this is something our shoppers are looking for too,” said Kellogg’s senior activation brand manager Lejla Damon.
It follows the launch of Kellogg’s Oaties (rsp: £3.49/500g) – an HFSS-compliant, oat-based cereal – in January.
Two variants of the cereal, Original Crunch and Choco Crunch, rolled into the traditional big four supermarkets.
Kellogg’s will also launch a multigrain cereal, featuring popular kids’ cartoon character Bluey, into supermarkets next month.
The innovation pipeline forms part of Kellogg’s strategy to revive its cereal volumes, after its top 10 brands sold 6.2 million fewer kilos through the tills combined last year [NIQ 52 w/e 7 September 2024].
In October, Kellogg’s announced a £75m investment in a “state-of-the-art transformation” of its Wrexham cereal factory.
Kellogg’s then launched a £12m marketing push, ‘See you in the morning’, featuring a reinvented version of its mascot Cornelius the cockerel, in December.
“As pioneers of cereal, it’s our responsibility to elevate its status and remind consumers of the value of breakfast at every table,” said Kellogg’s UK & Ireland MD Chris Silcock at the time.
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