Kellogg to launch Pokémon cereal

Kellogg is hoping to repeat the US success of its Pokémon cereal when it launches in the UK later this month. Kellogg’s Pokémon, which features cereal loops and colourful marshmallow pieces in the shape of characters from the popular children’

Kellogg is hoping to repeat the US success of its Pokémon cereal when it launches in the UK later this month.

Kellogg’s Pokémon, which features cereal loops and colourful marshmallow pieces in the shape of characters from the popular children’s TV cartoon, will be available for a limited period of eight weeks. It will be backed by a TV ad campaign breaking on March 19.

The packaging is interactive, allowing kids to frame their own on-pack photograph of themselves with their favourite character.

When it was launched in the US last year -also as a limited edition РPok̩mon became the fastest-selling limited edition cereal in history.

The product has since been made a permanent fixture in the US and if sales are successful in the UK the same could happen here.

Guy Longworth, Kellogg UK and Ireland marketing director, says: “Pokémon is an incredible, worldwide phenomenon and the success of the cereal in the US has been staggering. The product has researched exceptionally well and the success story in the US bodes well for sales in this country. It promises to be a very exciting time for Kellogg.”

The third Pokémon film is currently in production and the Pokémon website receives more than 4 million hits every day.

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