Simon Mowbray
Kellogg has vowed to put Corn Flakes back at the top of cereals fixture by throwing an "eight digit" figure behind a revamp of its most famous asset.
The Grocer revealed last year (Top Products, December 14 2002) how Corn Flakes had lost its number one spot to rival Weetabix following a sales dip.
But the company claims a relaunch of the 80-year-old brand, the "biggest in Kellogg's history", will put Corn Flakes back at the top of the pile.
The cereal is to get its first new TV ads for two years and a fresh pack design which Kellogg claims is a first in the mainstream boxed cereals arena, using silver foil bags instead of conventional plastic.
However, industry commentators claimed the revamp would initially have to concentrate on stemming the decline in Corn Flakes' value on shelf rather than increasing sales. Information Resources figures showed sales fell 1.5% to just under £69m last year.
One multiple buyer told The Grocer: "Corn Flakes has lost some of its sparkle over the last couple of years as consumers' breakfast repertoires have become more varied. The brand has also suffered from the eating-on-the-hoof culture.
"Having said that, Kellogg's Corn Flakes is still a massive brand and anything which pushes it back into the public arena has to be a move in the right direction."
Kellogg's UK sales director, Kevin Jones, said: "We are committed to making Kellogg's Corn Flakes the number one breakfast cereal brand in the UK. This is a major platform of growth for us - propelling Kellogg's Corn Flakes to the number one slot is quite simply what we're going to do."
A new TV ad, Sleeping Beauty, hits screens on Monday (March 17) with a contemporary take on the fairytale. It stars a woman in her mid-20s who lives at the top of a large tower block in Elephant & Castle in London and shows her struggle to get up in the morning.
New packs hit shelves this month and a poster ad campaign is also planned.