Kellogg plots Euro launch for functional food range

Kellogg is planning to launch its functional food brand Ensemble in Europe. The 20-strong range, only available in Michigan in the US, claims to reduce the risk of coronary heart disease by lowering cholesterol.

A Kellogg spokeswoman confirms the company intends to bring Ensemble to Europe: “There are plans to go international. In fact, we have met with regulators in Europe regarding novel foods application.”

Ensemble takes Kellogg into new product categories, including frozen convenience pasta meals, dry pasta, bread, frozen breakfast/dessert cakes, crisps and biscuits as well as cereals.

The products contain a soluble fibre from psyllium husk or whole oats, which Kellogg claims reduces cholesterol levels. Kellogg created the Ensemble Functional Foods Company in 1996 to develop the range it began distributing in March 1999 to five US mid-west states. But last month it withdrew Ensemble in all areas but West Michigan, claiming merchandising needed to be improved before its full US roll-out next year.

The Novel Foods Commission in Brussels would have to approve an application for a European launch. Unilever is struggling to get its Flora pro activ lower cholesterol margarine through the European regulatory process.

Novartis will launch its brand of functional foods, Aviva, in the UK and Switzerland this autumn (MW July 22). It is pushing for supermarkets to dedicate merchandising areas to the range.

“Cover Story”


Who will cream the competition to win Best British Cheese award?

Marketing Week

As we all know, award ceremonies are cheesy affairs. But there cannot be many which can claim to really be about cheese, apart from perhaps, The British Cheese Awards. The Diary can reveal that cheesemakers all over the country will be hanging on to their gorgonzolas in anticipation on September 23. They will no doubt […]

Emotional tone works long term

Marketing Week

While I appreciate the sentiment behind Peter Jackson’s response (“Real solution is staff motivation,” Letters, MW July 1), it only offers a temporary palliative. Short or medium term bribery does work – until you take it away. And when you do, you are left with resentment and the “service deliverers” revert to their old behaviour. […]

Cruel fate of the loveable pashmina

Marketing Week

Try as I may, I am seldom able to help the Daily Mail in its restless search for the answers to questions such as “Why are men so bad at growing old?”, “How do you rate in the great two Jags class quiz?”, “So who says it’s fun to be 50?”, and “Could Julie Birchall […]


    Leave a comment