Kellogg plans autumn launch for hot cereals

Cereal brand Kellogg is extending into the hot cereals market for the first time with the launch of hot variants of Coco Pops, Fruit ‘n’ Fibre and Hunny Bs. The products will go on sale this autumn.

The cereals, which will be packaged in individual pouches rather than boxes, are made by adding water and being heated in the microwave. They are aimed at both adults and children and it is understood that the launch with be backed by a significant marketing campaign, including television.

The hot cereals category is an area of the cereal market that is seeing significant growth. According to Mintel data, the market has nearly doubled in size since 2001 and is worth £78m. The growth of hot cereals is attributed to the convenience of the product, which can be cooked in a microwave either at home or in the office.

Growth in the market is largely credited to the success of Quaker Oatso Simple, which was launched in 1998. Alongside Weetabix-owned Ready Brek, Oatso Simple accounts for more than half of the market.

Kellogg has a 40 per cent share of the UK’s £1.2bn cereal market, although Weetabix is the nation’s favourite cereal after it overtook Kellogg’s Corn Flakes in 2002.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here