Kellogg’s has added a trendy Hot Honey variant for Crunchy Nut in the hope of stemming sales declines.
Inspired by the ‘swicy’ trend, the honey-coated cereal is claimed by Kellogg’s to offer “the perfect blend of sweet and heat”.
The NPD, Crunchy Nut’s first non-HFSS cereal, will roll into the major multiples on 1 January, with an rsp of £3.50.
“Crunchy Nut has always been about making breakfast more exciting, and Hot Honey takes it up a notch,” said Kellogg’s Crunchy Nut marketing manager Freya Knight.
“Sweet meets spicy is a flavour combo that’s on the rise, so why not go bold at breakfast too?”
While Crunchy Nut is Kellogg’s top-selling cereal brand, The Grocer’s upcoming Top Products 2025 Survey, publishing this week, will show it is in both value and volume decline.
On TikTok, videos tagged #hothoney have amassed more than 100 million views in the past year and Kellogg’s is just the latest fmcg brand to jump on the viral trend.
McVitie’s added Hot Honey Jaffa Cakes in June in a bid to lure younger shoppers to the brand.
Last month, Hilltop launched a duo of hot honey condiments – Smoky Chipotle and Peri-Peri – into Tesco, complete with a “disruptive” new label design.
They were developed based on a Vypr survey of 490 Brits that found 82% of consumers would expect to find hot honey in the condiment aisle.
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