e lid on a growth opportunity for independent retailers as it launches its new cereal to go pots.The breakfast giant is making five of its leading cereal SKUs available in portable pots, a move which aims to help capitalise on the missed breakfast market worth £1.9 billion.
According to Kellogg’s, this latest venture can help fuel further category growth for the channel as the company believes a convenient cereal product is missing from the current breakfast on-the-go portfolio.
And while porridge pots and sachets have been successful over the past few years, insight shows that the relative size of the ready to eat cereal market is six times greater than porridge at £1.3 billion.
This presents a huge opportunity for retailers to grow on-the go sales at breakfast which is the biggest meal occasion in the UK.
The cereals included in the new Kellogg’s cereal to go range are Kellogg’s Special K, Corn Flakes, Krave, Crunchy Nut and Rice Krispies.
They will be available from April 2014 and have an RRP of 99p.
Nick Dawson, UK customer director of specialty channels at Kellogg’s, said:
“Cereal is the most popular breakfast choice but if you’re busy and on the go in the morning, it might not be the most practical one.
“Porridge pots and sachets have been a huge hit as they give you back the gift of time and convenience- but we know people prefer cereal and we are innovating to meet these needs.
“There are 14.8 billion breakfasts eaten outside the home and we believe our cereal pots will provide the perfect harmony at breakfast by offering shoppers cereal in a convenient format they can eat anywhere.
“It presents a huge opportunity for retailers to drive incremental sales in store.”
This is the second time Kellogg’s has introduced cereal pots, after initially launching a similar format in 2008.
Dawson added: “We trialled a cereal pot a few years ago but we didn’t get it right so what can retailers expect this time round?
“Firstly we have significantly increased the size of the pots but kept the same price so it’s better value.
“It’s also across a bigger range of cereals based on what shoppers told us they wanted and the launch will be supported by a strong promotional plan.
“This marks a big move for breakfast on-the-go and something our retailers can really get behind.”
Kellogg’s is also offering retailers tailored packs and point of sale material to create impactful displays in-store and maximise sales opportunities.
Cereal to go pots will be available in convenience sized cases of 8, which means a lower investment in stock for space and cash conscious retailers.
