Kellogg Canada launches products for consumers on the go

Kellogg Canada has launched 10 new products in Canada, many of which are outside the struggling cereal category. The products include Kellogg’s To Go Breakfast Shakes, Special K Chocolatey Red Berries cereal, Special K Cracker Chips Salt & Vinegar, Special K Pastry Crisps, Special K Protein Morning Shakes and Nutri-Grain Fruit Crunch Bars. “Canadians are […]

Kellogg Canada has launched 10 new products in Canada, many of which are outside the struggling cereal category.

The products include Kellogg’s To Go Breakfast Shakes, Special K Chocolatey Red Berries cereal, Special K Cracker Chips Salt & Vinegar, Special K Pastry Crisps, Special K Protein Morning Shakes and Nutri-Grain Fruit Crunch Bars.

“Canadians are busier than ever before,” said Chris Bell, vice-president marketing, Kellogg Canada. The new products “are making it easier for them to get the nutrition they need to get through the day.”

Bell said the new products will be marketed in store with a combination of display-ready pallets or cases, point of sale communications, sampling, promotions and couponing.

In addition, the products are being supported with a mix of TV, print, digital marketing, public relations, online media and sampling.

In a recent call with stock analysts, Kellogg CEO John Bryant announced that sales in the breakfast unit have declined by 4% in the U.S.

Bell said the situation is similar in Canada. “Canada saw softness in the cereal category throughout most of the year, much like in the U.S. and other developed markets.”

Bryant also told analysts that an ad campaign in the second quarter will tout the overall benefits of cereal rather than any particular brand.

For his part, Bell said that over the last six months Kellogg Canada has “been working to create a calendar of initiatives, including a campaign to reinforce the values of cereal and the role Kellogg plays in bringing that to the consumer, which we will be initiating in our core markets, including Canada.”

This story originally appeared in Canadian Grocer.

Brands Articles

Sobeys surprises customers with pop-up restaurant

Grocer aims to prove food from its take-out kitchen and fresh market could be fine dining

Tim Hortons testing single-origin coffee in five markets

New brew will sell at a 15% premium to a regular cup of coffee

Air Canada makes content play with heartwarming video

Airline promotes Air Canada Foundation with six-minute video from former AOR Marketel

Kiip and MasterCard partner on new app

‘Priceless Surprises’ app rewards customers in the moment

How vending machines are moving beyond junk food

New generation machines dispense everything from doughnuts to eggs

Loyalty programs: what’s in it for marketers?

Survey finds that loyalty matters in consumers’ purchasing decisions

McDonald’s to test all-day breakfast in U.S. next month

Move reflective of food chain's ongoing efforts to keep pace with shifting habits

Can Chip Wilson’s family create another retail phenomenon?

Wife and son of Lululemon founder try their hand at luxury clothing with Kit and Ace

The reinvention of Second Cup (Q&A)

Vanda Provato on how the coffee chain is trying to win back customers