Kellogg's 'breakfast on the go' solution: granola smoothies
Kellogg’s is moving into portable granola smoothies and breakfast toppers to 'attract new shoppers' looking for breakfast on the go.
The ‘Kellogg to Go’ range includes a Kellogg’s Crunchy Nut hazelnut and chocolate granola smoothies bowl and a Special K protein granola smoothie bowl. There will also be three portioned toppers available, Kellogg’s Crunchy Nut hazelnut and chocolate granola, Protein Special K Red berries and All-bran berry crunch.
The granola smoothie bowls (RRP £1.59) and toppers (RRP £0.60) will be available in stores from February next year.
The company said the launch reflects changing approaches to breakfast - with 12% of breakfasts eaten at people's desks.
The on-the-go foods will target two types of consumers, those looking for taste with Kellogg’s Crunchy Nut and those looking for a healthier alternative with Special K and All-Bran, the company said.
Meanwhile, the new toppings portfolio offers the opportunity to move out of cereal aisle and into the yoghurts category.
Kellogg’s activation brand lead UK, Aimee Cowan said: “Toppers are a growing trend, as these can be added to yoghurts, porridge and other morning goods. We think this will be a really great opportunity to extend Kellogg’s footprint within breakfast occasions.”
Speaking about the target consumer, Cowan added: “We hope by tapping into cereal on-the-go we will open Kellogg’s up to a much broader demographic who are looking for the most convenient way to start the day with breakfast.”
