Kellogg’s is the latest fmcg brand to tap the Biscoff boom, unveiling a Caramelised Biscuit & White Choc variant for Krave.
The “on-trend” cereal combines Krave’s crunchy pillows with a white chocolate and caramelised biscuit flavour filling, offering “pure indulgence in every bite”.
It will roll into major retailers, convenience stores and independents in early January, in 375g and 410g boxes (rsps: £3.50 & £4).
“As the OG of breakfast, we know consumers are looking for variety when it comes to their morning meal,” said Kellogg’s marketing manager Freya Knight.
“Packed with irresistible tastes and a satisfying crunch, this is the ultimate cereal experience you never knew you needed.”
Kellogg’s isn’t the first cereal brand to launch a Caramelised Biscuit variant.
In 2023, Quaker expanded its Oat So Simple porridge range with a Caramelised Biscuit flavour, available in sachets (10x33.4g) and an on-the-go pot (57g).
Weetabix then added Caramelised Biscuit Crispy Minis in January.
Britain’s top-selling fmcg brand Cadbury entered a partnership with Lotus Biscoff in 2024.
Under the deal, it launched co-branded 95g and 105g Dairy Milk bars into grocery in March of this year and unveiled a co-branded Advent calendar (rsp: £7.79/236g) and 350g gifting tablet (rsp: £5.83) for the festive period in August.
Last month, Cadbury unveiled a Biscoff-filled chocolate egg for Easter 2026, available in singles (rsp: 99p/32g), multipacks of three and a five-pack (rsp: £3.65 & £5.82).
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