Kellogg taps on-the-go breakfast and sweet & savory trends with 40 US lines

By Douglas Yu

- Last updated on GMT

Kellogg is rolling out 40 new products from early 2016
Kellogg is rolling out 40 new products from early 2016

Related tags: Snack food, Kellogg

Kellogg is tapping key consumer trends including on-the-go breakfast and sweet and savory flavor combinations with a raft of new products in the US.

The supplier will debut more than 40 new products early next year, including the Kellogg's To Go Breakfast Mix designed to be eaten from the pouch without milk, while snack brands such as Cheez-It and Pringles adopt bolder flavors (see box-out below).

With the cereal market in decline for six to seven years, Kellogg’s To Go breakfast products stand out, Euromonitor analyst Jared Koerten told BakeryandSnacks. He said breakfast was gradually shifting away from cereal into snack nuts, with many food companies developing products to bring the cereal back to breakfast and make their businesses more competitive.

The new Kellogg’s on-the-go breakfast offerings represent “unique combination of flavors and nutrition​” he added, although he feels it is hard to tell whether demand for on-the-go breakfast will make up for the decline of these cereal market.

Combining saltiness with sweetness 

Koerten pointed out Kellogg was also tapping the trend for snacks offering a combination of sweet and savory flavors. “You can see Pop-Tarts is adding new flavors, such as maple bacon and watermelon, and Kellogg’s To Go Breakfast Mix includes salted caramel​,” he said. The same trend was also prompting the launch of a Cheez-It variant combining saltiness with the sweetness of M&M’s Milk Chocolate.

Taste is the number one consideration when choosing a snack and we know consumers are constantly looking for new delicious flavors​,” Kellogg’s said. “The new products provide new variety that people are seeking from their snack choices​.”

In a recent Mintel report on snacking motivations and attitudes, food analyst Amanda Topper reported that 94% of adults snack at least once daily, with Millennials particularly drawn to organic snacks and products with added nutrition, including protein and vitamins. But despite the acknowledgement from the public that nutrition and ingredients were important when it comes to purchasing snacks, Topper added in the report that “taste and treating oneself are large purchase drivers​”.

Kellogg’s cereals and snacking innovation

New Kellogg’s products coming to market early in 2016 include:

Kellogg 2016 NPD

Kellogg's To Go Breakfast Mix:​ Cereal pieces and nuts in single-serve pouches to be eaten without milk. The cereal pieces are larger than traditional cereal for “optimal finger-to-mouth munching”, and the resealable pouch designed to fit in a car's cup holder. They debut in Salted Caramel & Praline Almond, and Cinnamon Roasted Candied Pecan

Special K Nourish cereals:​ With “positive nutrition and ingredients the consumer can see in the food”

Mini-Wheats Harvest Delights:​ Debuts in two varieties. Cranberry with Yogurt Drizzle comprises red wheat with baked-in cranberries bits;  Blueberry features baked-in blueberry bits topped with a vanilla drizzle

Kellogg's JIF PB&J: ​Cereal comprising whole grain squares coated with JIF peanut butter, and partnered with strawberry flavored puffs

Pop-Tarts:​ New flavors Frosted Chocolatey Caramel and Maple Bacon & Watermelon

Grab-n-go cups:​ Cereal in a cup range extended to include Frosted Flakes with Energy Clusters, Special K Protein, Froot Loops Bloopers and Special K® Granola

Pringles:​ new varieties Tortilla Chili Cheese and Pringles Lightly Salted original crisps

Cheez-It:​ new mixes Sweet & Salty with M&Ms; and Sriracha. Also launching Cheez-it Grooves Hot & Spicy Cheddar crackers

Nutri-Grain:​ new Fruit and Nut bars in cherry almond and blueberry almond varieties

Keebler: ​Simply Made Chocolate Chip Cookie Thins and Simply Made Crispy Lemon Sugar Cookie

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