Kellogg to axe weakest brands

Cereal manufacturer Kellogg is delisting two brands, Banana Bubbles and Golden Crisp, to make way for new entrants, according to industry sources.

Insiders say the cereals are two of Kellogg’s weaker brands, and are being axed following new product launches this summer.

New brands Strike, a multi-grain cereal aimed at teenagers; Choco Flakes, a chocolate version of Corn Flakes; and Apple Wheats, a shredded wheat biscuit with apple filling, were unveiled in August and September.

One source says: “There is just not enough room on the shelves for all these brands. The fixtures are not big enough.”

Golden Crisp is an adult cereal while Banana Bubbles is aimed at children. It was launched two years ago and backed by a 4m advertising campaign through Leo Burnett (MW September 16 1994).

Kellogg’s market share has recently been under attack from Tesco’s own-label cereal range, which has been heavily promoted in-store. The retailer has been criticised for using lookalike packaging but has so far resisted pressure to change the packet designs.

Kellogg was unavailable for comment as Marketing Week went to press.

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