Kellogg to boost bakery and snacks marketing budget
Speaking recently at the company’s annual briefing for trade media, Kevin Brennan, marketing director and general manager, pledged to make the investment despite recession in global markets.
TV and digital media, particularly in some product areas such as Special K and Nature’s Pleasure, are important means of communication, said Brennan.
In a statement to BakeryandSnacks.com, a spokesperson confirmed: “We continue to invest heavily in our business. We learnt in the 1930s that investing through hard times can give you the biggest win.”
Innovation
In recessionary times customers are increasingly looking for value in their purchases and innovation played a part in delivering that value, said Brennan in a presentation at the media briefing.
“Despite the recession kellogg’s has been busy, especially in innovation. Our research shows that consumers remain open to new products,” he said. So far this year, Kellogg has had success with four product innovations,
Special K Oats & Honey has proved the company’s most successful launch in 10 years claiming more than one per cent market share, he said.
Crunch Nut Bites shows similar growth.
Kellogg’s snack product Rice Krispies Totally Chocolatey launch is heading towards doubling its brand reach this year, said Brennan. Also the company’s Special K snacks Minibreaks range has benefited this year from the inclusion of 50 per cent more fruit, he added.
New muesli
The company has also launched a new muesli/granola brand in the company’s Nature’s Pleasure range which proved popular at this year’s Food and Drink Show.
Meanwhile, earlier this year, a US think-tank identified Kellogg as ranking among the world's most ethical companies.
Ethisphere singled out 99 firms for their ethical credentials from total nominations numbering more than 10,000.
"Kellogg recognises that being ethical is not only the right thing to do, it is also good business practice and leads to more successful and profitable operations," said Alex Brigham, executive director of the Ethisphere Institute.
