Kellogg to target travellers with launch of ready-made breakfast

Kellogg is launching a new ready-to-eat cereal targeting commuters and airline passengers.

Kell-Bowl, a ready-made breakfast complete with cereal, milk, pot and spoon, will initially be available in the food service (catering) sector.

The product range, featuring major Kellogg cereals such as Corn Flakes and Rice Krispies, will be available through airlines and motorway service stations.

Kell-Bowl is part of a drive by Kellogg to extend its out-of-home range aimed at consumers who don’t have time to eat breakfast at home. The company already markets NutriGrain breakfast bars.

A Kellogg spokeswoman says there are no immediate plans for a retail launch of Kell-Bowl. A launch into retail would see it compete with other ready-to-eat cereal products such as Ennis Foods’ Rumblers.

A spokeswoman from the York-based sales promotion agency Teamwork, which has been appointed to handle marketing for Kellogg’s Food Services division, says Kell-Bowl will be available to airline, coach and train passengers, as well as in service stations.

She adds: “Kellogg’s research shows that by the year 2020, 50 per cent of all food will be eaten out of home.

“Kellogg is developing its range to suit people who want breakfast on the move and is planning to raise the profile of its cereals in the travel sector.”