Kellogg taps protein and ancient grains trends with breakfast and snacks NPD

By Vince Bamford contact

- Last updated on GMT

Kellogg unveils Special K, Raisin Bran, Cheez-It and Rice Krispies NPD
Kellogg has unveiled a raft of new breakfast and snacking products as it looks to tap key consumer trends including demand for protein and ancient grains.

Rolling out to retailers now and throughout the spring, the new line-up includes Raisin Bran granolas, Special K breakfast quiches and Cheez-It sandwich crackers.

The products reflected people's desire for convenience and “wholesome foods with recognizable ingredients​”, said the company.

Raisin Bran Granola

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Kellogg is expanding Raisin Bran with two varieties: Raisin & Honey with granola clusters, puffed grains, crisp wheat bran flakes, raisins and honey; and Cranberry Almond with granola clusters, puffed grains, crisp wheat bran flakes, raisins, honey, cranberries and almonds.

"We've stuck to our tradition of 'two scoops of raisins' and included a carefully selected mix of other ingredients​,” said Cathy Schneck, vice president of innovation for Kellogg US Morning Foods, adding the flavors and textures were designed to appeal to Raisin Bran fans and traditional granola consumers.

Raisin Bran bucked the general decline in the cereals category last year, with sales boosted by the launch of Raisin Bran with Cranberries, and up 4.6% year on year to $190.4m [IRI 52 w/e 27 December 2015].

Special K breakfast quiches

In contrast, sales of Special K cereal fell almost 3% by value last year [IRI], and among the new products announced by Kellogg this week are Special K Crustless Quiches, described by the company as “an entirely new breakfast option​”.

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The frozen single-serving quiches – heated in two minutes in the microwave - provide 10 to 11 grams of protein and are available in three varieties: Uncured Ham, Cheese, Quinoa & Peppers; Sausage, Quinoa, Peppers, Mozzarella & Asiago cheese; and Portabella, Quinoa, Parmesan, Asiago cheese & Kale.

"Special K fans are seeking positive nutrition that fortifies them for the day ahead​," said Trinh Le, marketing director for Kellogg Frozen Foods.

Special K Multi-Grain Crackers with Quinoa

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Nutrition is also a focus for a new line of Special K Multi-Grain Crackers with Quinoa that are made with 14g wholegrain per serving and include whole wheat, quinoa, brown rice, millet, and whole oat flour. They are available in two flavors - Sea Salt Original and Parmesan Sesame.

Special K snack bars

The Special K snack bar range is being extended with four new products that are free from artificial flavors, colors or sweeteners and designed to tap demand for “positive nutrition with real, visible ingredients​”.

New Special K Protein Trail Mix bars are launching in two flavors – Chocolate Peanut Pecan and Fruit & Nut – that each contains eight grams of protein.

The Special K Chewy Snack Bars range gets new flavors Dark Chocolate Pomegranate and Coconut Caramel.

Cheez-It Sandwich Crackers

Speaking at the Consumer Analyst Group of New York (CAGNY) conference in February, Kellogg's North America president Paul Norman said the company had a “huge opportunity​” to accelerate Cheez-It growth by extending the number of formats the product was available in.

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Cheez-It is a cracker brand and lives in the cracker aisle in a box​,” he added at the time. “But Cheez-It is not seen as a cracker by consumers, it is seen as a savory snack​.”

And Kellogg is tapping that perception with the launch of Cheez-It Sandwich Crackers in three flavors: Original Cheddar, Italian Four Cheese and Spicy Queso.

 “The line between a snack and a meal is blurring as many people adopt a grazing style of eating, mixing snacks and mini-meals throughout the day​,” added Yuvraj Arora, vice president of Innovations for Kellogg's US Snacks. “We also know that many people are also seeking bigger, bolder flavors​.”

Rice Krispies cereal with Red and Blue Krispies

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A patriotic version of the breakfast cereal is being launched that contains red and blue rice. Kellogg describes them as “an ideal way to add a little American pride to your summer holiday celebrations​”.

Town House Flatbread Crisps

Kellogg is extending the Town House brand with two flavors of flatbread crisps inspired by culinary ingredients and restaurant flatbread recipes: Tomato, Basil & Mozzarella; and Spinach, Artichoke & Feta. 

Eggo Oats & Berries waffles

Waffles brand Eggo is being extended with two variants containing berries and steel cut oats:  Blueberry and Mixed Berry varieties.

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