From January the supplier will roll-out the six-strong line-up, which it claims will take ancient grains into the mainstream market and make them more accessible and easier for consumers to understand.
“A number of companies have released products containing ancient grains, but they tend to be niche offerings that complicate the fixture,” said Ancient Legends marketing manager Ruth Gresty. “People often hear about chia or rye, but then they’re shocked by the cost - we’re presenting the consumer with a great value set of products.”
Sold in packs ranging from 320 g and 450 g, the range of granolas, mueslis and cereals carry a £2.99 ($4.53) recommended selling price and some varieties will also be available in £2.49 price-marked packs ($3.77) from March.
Ancient Legends line-up
- Puffed Spelt, Pumpkin & Sunflower Seeds, Sultana & Flax Seeds
- Quinoa, Apple, Cranberry & Chia Seeds
- Spelt, Cranberry, Sultana & Flax Seeds
- Rye, Chia Seeds, Sultana & Pumpkin Seeds
- Rye, Cranberry, Almond & Flax Seeds
- Spelt, Apple, Sultana & Chia Seeds
With the breakfast cereals category under increasing pressure from more convenient alternatives, suppliers are looking to ancients grains to add interest and value to the market. The new UK range is similar to the Origins cereals launched by Kellogg’s in the US this summer, and in January General Mills extended the Cheerios brand in the US with a Cheerios + Ancient Grains variant containing oat and quinoa clusters in addition to wheat grains Kamut Khorosan and spelt.
Kellogg’s said it expected Ancient Legends to have greater appeal to men than most products in the breakfast cereals market.
Granola market growth
It would also tap the strong interest in granola and muesli in the UK, added Kellogg’s UK specialty channels sales director Nick Dawson.
“Muesli and granola is a segment that is in year-on-year growth in the wider market, and it represents a great growth opportunity in convenience,” he said. Dawson added that muesli and granola accounted for 15% of total cereal market but just 7% in convenience stores, suggesting there was room for further growth.
Kellogg is backing the UK launch with a £7.5m ($11.4m) spend including TV, outdoor, digital and social media support.