Kellogg’s is overhauling Nutri-Grain in a bid to turn around falling sales and transform it into a £100m brand.
The company will be going head-to-head with the likes of Nature Valley and Jordans by expanding the brand into crunchy bars and reintegrating the Elevenses range, which split from the Nutri-Grain brand two years ago.
Sales of Nutri-Grain have fallen 10.8% to £21m in the past year while Elevenses sales have crashed 21% to £14m [SymphonyIRI 52w/e 8 October 2011].
Kellogg’s is hoping to grow the brand to £100m over the next five years – double the level it peaked at four years ago, when sales included Elevenses.
It plans to transform the fortunes of the brand by relaunching it in January as three key products: Soft & Fruity (rsp: £2.19/six bars), Elevenses bakes(£2.39/six bars) and the new Crunchy bars, in Chocolate Chip and Oats & Honey flavours (rsp: £2.19/five double bars).
All products in the revamped Nutri-Grain range will have a consistent pack design, intended to emphasise ‘the goodness of grain’. The relaunch will be supported by a £3m marketing push including television, digital and sampling.
“The Nutri-Grain brand pioneered the cereal snacks category when it launched in 1997.
“We believe a successful relaunch in 2012 will not only help it grow but deliver growth for the category,” said Ian Mackenzie, UK snacks marketing controller for Kellogg’s.
In January, the company also plans to launch All- Bran breakfast biscuits – designed for dunking in hot drinks – and Rocky Road-flavoured Rice Krispies Squares.
Source
Hannah Stodell
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