Promoting positive nutrition with mixed grains alongside a low fat content will give Kellogg a competitive edge in the porridge market, says analyst.
Cereal major Kellogg has developed a multi-grain porridge under its Special K brand that uses oats, barley and rye. The porridge is available in three flavors – Original, Red Berries and Almont & Honey – and comes in 27g sachets and 50g pots.
The products are set to launch in the UK, Ireland, Sweden and Finland this month and form part of Kellogg’s wider push into the hot cereal sector that it said has room to grow. It launched a similar product Special K Nourish in the US very recently.
Multi-grain and reduced fat, very clever
Kellogg claims the new multi-grain porridge for the European market contains 30% less fat than other porridges in the 27g sachet form.
This claim, combined with use of multi-grain, will give it an edge in the market, said Ramaa Chipalkatti, consumer insights analyst at Datamonitor Consumer.
“This move towards positive nutrition with the use of multi-grain, rather than just reduced fat, will make them very competitive,” Chipalkatti told BakeryandSnacks.com.
“Porridge already has a healthy image, but making it multi-grain and 30% less fat than others is a strong selling point,” she said.
However, competition remains fierce…
Despite these clear market selling points, Chipalkatti said Kellogg would have to work hard to stave off market competition.
“European consumers are more familiar with hot cereals which could be an advantage, as well as a disadvantage.”
There are a number of players already on the market with single-serve hot cereals, she said, like Quaker with its Oats So Simple porridge pots.
“Kellogg will face a lot of competition from cereal bars, cereal drinks and porridge pots…It will be important for Kellogg to keep the convenience aspect.”
Consumers want easy and simplicity at breakfast
Chipalkatti said convenience is a high priority for breakfast consumers and comes only second to nutrition.
“They need to focus on convenience with a quick preparation time and convenient packaging for consumers to carry round with them; eating on-the-go,” she said.
The launch of the single-serve pot versions was a good move, she added.
A branded affair
The decision to launch the hot cereal under the Special K brand made sense, given it is a brand already associated with positive nutrition, Chipalkatti said. “The Special K brand is a household name – people recognize it… It’s good they have the backing of this brand.”