Kellogg adds more calcium to UK cereals to fortify its market share

Kellogg is to add extra calcium to its leading UK breakfast brands in an attempt to increase its share of the children’s cereal market.

The revised recipes for children’s favourites such as Frosties, Coco Pops and Rice Krispies will be implemented in February, accompanied by new on-pack designs and point-of-sale support.

The move follows the US launch in March of umbrella brand K-Sentials, which is being used on Kellogg products fortified with calcium, iron, zinc and B vitamins.

K-Sentials’ versions of Rice Krispies and Froot Loops are being marketed on the basis that they boost children’s daily intake of essential nutrients.

It is unclear whether the K-Sentials brand name will be used in the UK.

An industry insider says: “There will be a focus on added nutrition to encourage mothers to buy cereal for their children.

Another source comments:

“The calcium-enriched cereals will probably be on the shelves next February.”

Kellogg recently promoted former children’s marketing manager Guy Longworth to UK marketing director (MW December 9).

Longworth declined to comment on the launch.

The company recently ditched its cholesterol-reducing Ensemble food range in the US.

A spokeswoman for Kellogg says it will not be launched in the UK or Europe.

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