>>a monthly look at the most promising newcomers in key grocery categories.
This month: cereals
Product: Rice Krispies Muddles
Company: Kellogg
Launch date: February 2004
The total breakfast cereals market, valued at £1.1bn, grew by nearly 3% in the last year driven primarily by the health category as the trend towards ‘healthier’ cereals continued.
And it looks as if Kellogg hit the jackpot when it decided to add a new health-oriented line, Rice Krispies Muddles, to the 76-year-old brand last February.
The pre-biotic offering, targeted at the children’s cereals market, is said to boost digestion and is aimed at bringing an extra health dimension to the category.
In less than a year the newcomer, which contains inulin - a plant extract said to help the body produce ‘friendly’ bacteria - is rolling out to 82% of all possible outlets [ACNielsen, 4 w/e September 4, 2004). Supported by a £4m support package and positioned as a health boost for children, nearly 6% of ACNielsen’s consumer panel have tried Rice Krispies Muddles, while more than 25% of those have bought the cereal for a second time.
Another newcomer to have made its mark is HMs from Quakers - a sweet honey-flavoured crunchy cereal fortified with eight vitamins and iron and again targeted at the children’s market.
Quaker launched HMs in June this year and by the end of last month the brand extension had already achieved a respectable 45% distribution. However, less than 2% of the panel had tried the product but more than 20% of those had made a repeat purchase.
This month: cereals
Product: Rice Krispies Muddles
Company: Kellogg
Launch date: February 2004
The total breakfast cereals market, valued at £1.1bn, grew by nearly 3% in the last year driven primarily by the health category as the trend towards ‘healthier’ cereals continued.
And it looks as if Kellogg hit the jackpot when it decided to add a new health-oriented line, Rice Krispies Muddles, to the 76-year-old brand last February.
The pre-biotic offering, targeted at the children’s cereals market, is said to boost digestion and is aimed at bringing an extra health dimension to the category.
In less than a year the newcomer, which contains inulin - a plant extract said to help the body produce ‘friendly’ bacteria - is rolling out to 82% of all possible outlets [ACNielsen, 4 w/e September 4, 2004). Supported by a £4m support package and positioned as a health boost for children, nearly 6% of ACNielsen’s consumer panel have tried Rice Krispies Muddles, while more than 25% of those have bought the cereal for a second time.
Another newcomer to have made its mark is HMs from Quakers - a sweet honey-flavoured crunchy cereal fortified with eight vitamins and iron and again targeted at the children’s market.
Quaker launched HMs in June this year and by the end of last month the brand extension had already achieved a respectable 45% distribution. However, less than 2% of the panel had tried the product but more than 20% of those had made a repeat purchase.
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