Whoever said cereals were boring didn’t reckon with Weetabix. That trusted brand injected drama into the market by overtaking Kellogg’s Corn Flakes as the bestselling brand at the end of last year.
It claims it was helped to the top of the £953m market by a new pack design and marketing campaign. The company’s £14m investment in the Weetabix and Alpen brands has, says Weetabix sales director Trevor Hart, “succeeded in creating two powerful brands” and this investment will continue.
But while the old favourites continue to battle it out at the top, a closer look at the market reveals total volume sales of cereals are down slightly on 2001 and growth in value is the driving force - something the premium-priced launches can take credit for. While there has been little true new product development, brand extensions featuring additional ingredients - such as Kellogg’s Special K Red Berries - are plentiful and generally priced higher than the original, helping to keep value in a sector that has traditionally seen hefty discounting.
See this week’s copy of The Grocer for more details.
It claims it was helped to the top of the £953m market by a new pack design and marketing campaign. The company’s £14m investment in the Weetabix and Alpen brands has, says Weetabix sales director Trevor Hart, “succeeded in creating two powerful brands” and this investment will continue.
But while the old favourites continue to battle it out at the top, a closer look at the market reveals total volume sales of cereals are down slightly on 2001 and growth in value is the driving force - something the premium-priced launches can take credit for. While there has been little true new product development, brand extensions featuring additional ingredients - such as Kellogg’s Special K Red Berries - are plentiful and generally priced higher than the original, helping to keep value in a sector that has traditionally seen hefty discounting.
See this week’s copy of The Grocer for more details.
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