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Kellogg muesli launch taps into ‘superfood’ trend

By Annie-Rose Harrison-Dunn , 05-Mar-2014
Last updated on 05-Mar-2014 at 15:03 GMT

High-fiber muesli range adds a new dimension to Kellogg’s portfolio, says analyst.
High-fiber muesli range adds a new dimension to Kellogg’s portfolio, says analyst.

Kellogg Australia’s new Fibrelicious muesli expands the brand beyond its traditional flake format and taps into the ‘superfood’ seed trend, according to a Datamonitor analyst.

Jamie Mills, associate analyst at Datamonitor, told BakeryandSnacks.com the muesli (granola) launch will add a new dimension to Kellogg’s cereal portfolio and offer consumers a healthy choice from a brand they trust.

“With traditional breakfast cereal products having the disadvantage of being perceived as high in calories and sugar and not necessarily being the healthiest way to start the day, expanding from traditional formats into muesli products taps into growing consumer interest in oats as a healthy breakfast option,” Mills said.

The new high-in-fiber muesli will join the cereal giant’s All-Bran range, incorporating rolled wholegrain oats, All-Bran ‘twigs’, seeds and fruit pieces. It will be available in three flavors - apricot and almond, summer fruits, and cranberry and pink lady apple - and will come in resealable pouch packets. 

‘Superfood’ pepita seeds

The new range contains pepita seeds, an inclusion Mills said is likely to tap into the growing consumer interest in superfood products as well as seeds and ancient grains such as quinoa and chia.

“The addition of pepita seeds is definitely catering to current consumer demand for foods which can act as nutrient-rich additions to elevate healthy day-to-day meals to ‘super-healthy’ status, especially as the seeds are claimed to lower cholesterol, complementing the high fiber positioning of the product,” she said.

New dimension to an old brand

Mills said this could be a good move on Kellogg’s part to differentiate its cereal brand as a functional, high-in-fiber meal option. “The high-fiber claim is a definite differential especially as Kellogg has stated that the muesli has 25% more fiber than other competing muesli brands, which will engage health conscious consumers who are looking for the healthiest and most beneficial products for their breakfast options,” she said.

“I believe that the launch of this new high-fiber muesli adds a new dimension to Kellogg’s portfolio by expanding from their traditional ‘flake’ format for their more functional products such as All-Bran, Special K, and Sustain,” said Mills.

When asked if consumers were likely to pick a generalist brand like Kellogg over other more specialist muesli players, Mills said having such a broad portfolio of cereals could play to Kellogg’s advantage. With Kellogg having such a wide portfolio of products catering to different demographics and consumer needs, adding a muesli product to their range will give consumers the ability to address [health and fiber content] with a brand that they trust.”

“I believe that Kellogg’s will benefit from existing consumers who are looking to steer away from high sugar cereals, those demanding more variety in their breakfast options, as well as interest in healthier and functional products,” Mills said.

Sustaining engagement

She said that high fiber is still an area of interest for many consumers, particularly with regards to cholesterol and digestive and heart health. However she warned that to ensure high fiber continues to resonate with consumers, as more and more brands make reference to its benefits on pack, breakfast brands may want to consider positioning their high fiber offering by tapping into lesser known benefits and growing consumer concerns.

“For example, fiber can be seen to improve skin health. Therefore by promoting this benefit, brands could appeal to image conscious consumers who are trying to improve their aesthetic appearance alongside their overall health,” she said.  

Mills said that flavor innovation would be key in attracting new customers to its functional products. She said the company had already done this with its Special K brand in the UK, where ten different flavors are on offer aside from the core product.

“Increased innovation into their new muesli flavors would continue to engage new and existing consumers with the brand as it brings a new sensory excitement to an eating occasion where flavors and experience are often low priority,” she said. 

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