Kellogg's is overhauling its Nutri-Grain range to specifically target daytime snacking and breakfast.
From January, the Nutri-Grain branding is being removed from the Elevenses range of daytime snacks to create a standalone sub-brand, which will be called, simply, Elevenses. Packaging across the five-strong range will be revamped with a new purple clock motif.
Elevenses will target "the typical 'Loose Women audience' of 30 to 50-year old women," said Kellogg's, and will incorporate Oat Baked Bars and Soft Oaties from the current Nutri-Grain range. The pair will be renamed Golden Oat Bakes and Oat Cookies Choc Chip, respectively.
Meanwhile, soft baked bars will be the only products left in the Nutri-Grain range, which will be renamed Nutri-Grain Morning Bars and positioned as a breakfast substitute. A £3m marketing push will highlight the changes.
From January, the Nutri-Grain branding is being removed from the Elevenses range of daytime snacks to create a standalone sub-brand, which will be called, simply, Elevenses. Packaging across the five-strong range will be revamped with a new purple clock motif.
Elevenses will target "the typical 'Loose Women audience' of 30 to 50-year old women," said Kellogg's, and will incorporate Oat Baked Bars and Soft Oaties from the current Nutri-Grain range. The pair will be renamed Golden Oat Bakes and Oat Cookies Choc Chip, respectively.
Meanwhile, soft baked bars will be the only products left in the Nutri-Grain range, which will be renamed Nutri-Grain Morning Bars and positioned as a breakfast substitute. A £3m marketing push will highlight the changes.
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