Kellogg launches energy-giving cereal bar

By staff reporter

- Last updated on GMT

Related tags: Cereal bars, Marketing, Nut, Kellogg

US based snack company Kellogg has added to its line of cereal bars
in order to further capitalise on the growing healthy on-the-go
snacking sector.

The Nutri-Grain Fruit and Nuts bars are being marketed at busy mothers in need of an energy boost and contain almonds, wholegrain oats and fruit pieces.

As obesity concerns turn consumers to more healthy snacking, companies such as Kellogg are pushing well-known own-label brands further into the niche market by targeting dieters and attempting to bridge the gap between indulgence and calorie-controlled snacking.

In 2005 cereal bars made up 70 per cent of total cereal snack sales in the US, Japan, Australia and Europe's five largest countries, according to a report by analysts Leatherhead International.

Sales from these countries amounted to $3.37bn (€2.67bn), of which cereal bars took $2.37bn (€1.88bn).

And growth seems set to continue with the researchers predicting a 7.2 per cent increase this year and a 2010 sales total of $3bn (€2.38bn).

The Nutri-Grain bars, which come in Berry & Almond and Cranberry, Raisin & Peanut flavour, are granola-based snacks aimed not just at the breakfast market.

Kellogg vice-president of marketing and innovation Doug Van de Velde said: "With this latest addition to the product line, Nutri-Grain is taking the brand into new territory, creating a trial-mix granola bar that can be enjoyed any time of day."

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