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

How Sears is addressing the ‘elephant in the room’

And, why it's sticking to the middle sector as more retailers move upmarket

Kraft’s simple solution for building a coffee brand

Nabob campaign mocks modern coffee culture and celebrates the humble cup of joe

How Pabst Blue Ribbon earned its hipster cred

The blue-collar beer set its sights on a target as individual as the brand

Rotman School’s Bernardo Blum tackles big data disappointment

Data-Driven keynote says companies are using data for description, not solutions

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign

Kashi Canada’s quest to ‘Plant it Forward’

Health food brand gets Canadians closer to real food with urban garden project

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era