Kellogg's Crunchy Nut

Kellogg’s has ramped up the nut content of Crunchy Nut by 25% – as it aims to reverse the brand’s 6.9% value sales slump.

Rolling out now with a ‘now more nuts’ claim on front of pack, the revamped cereal promises a “nuttier taste and crunchier texture”. The change was intended to improve the consistency of nuts on each flake and make the food more visually appealing, said Kellogg’s.

However, the nutritional profile is unchanged, with fat content remaining at 4.5g per 100g and protein still 6g per 100g. Pack size and rsp are also unaffected.

“We are committed to ensuring our consumers have the best taste experience from our products, therefore we made the decision to renovate our food – to give consumers more of what they wanted,” said Michaela Mayoh, Kellogg’s brand manager for Crunchy Nut.

The cereal brand is the third biggest in the UK, but its value last year fell by £5.4m to £72.7m [IRI 52 w/e 3 December 2016]. It is currently the focus of a £6m campaign across TV and digital, having added Crunchy Nut Peanut Butter Clusters at the start of the year.