Mini Max has been developed to be low in saturated fat, high in fibre, a lower salt choice and a source of D and B vitamins and iron, which means it is eligible to advertise on children’s TV.
Kellogg’s hopes the launch will lead to category growth by offering families a broader choice of cereals with low salt and sugar.
Kellogg is also reformulating its Coco Pops range in a bid to reduce the sugar across the portfolio. It introduced The Coco Pops Choc ’n’ Roll variant last year in a bid to offer a more healthy cereal option for children.
It hopes the Mini max wholewheat cereal will outperform its own Frosties brand and reach sales of £30m.
Mini Max original and chocolate variants will launch in October.
The launch will be supported by a £2.5m advertising campaign including TV and in-store activity.
Paul Humphries, kids’ marketing controller at Kellogg’s, says: “Many parents know that getting their kids to eat breakfast each day can be a struggle. Our research showed us there was a gap in the market for a kids’ cereal which mums could feel good about and that kids actually wanted to eat.”
“We are clear the launch of Mini Max presents an opportunity to grow the category. It’s about making sure the category has the right type of new products to meet the changing needs of shoppers.”
Separately, Kellogg’s is thought to be plotting to launch its Kellogg’s Extra cereal in the UK after registering the brand name. The indulgent cereal is currently available in France.
Kellogg’s declined to comment on plans for the Extra brand in the UK.