Kellogg’s has launched exclusive cereals for the discount channel under its Coco Pops and Honey Loops brands.
The NPD, rolling out across the discounter, symbol and wholesale channel now, comprises three cereals - Honey Hoopla, Coco Pops Jumbos and Coco Pops Chocos. With a £1 price tag, each cereal comes in a 240g bag, rather than a 295g box, that contains eight servings.
Kellogg’s, which launched discounter exclusive cereal bar multipacks in May, said the new range would tap into growing demand for “branded products at an accessible price point”.
Nick Dawson, UK customer director of specialty channels at Kellogg’s, said: “Cereal sales in the discount channel are growing strongly so being able to offer Kellogg’s branded products with a strong value proposition on shelf offers a fantastic platform for growth.”
Kellogg’s is extending its discounter-exclusive cereal snack multipack portfolio later this year with Special K Red Berries and Frosties Cereal & Milk bars (rsp: £1/four-pack). It already sells Coco Pops Cereal & Milk bars, Rice Krispies Squares and Nutri-Grain Strawberry bars.