Kellogg’s and Bella serve Thais a healthy breakfast

By Gill Hyslop contact

- Last updated on GMT

Kellogg Thailand has launched its popular Mueslix cereal in a cup. Pic: ©GettyImages/Anfisa Kameneva/EyeEm
Kellogg Thailand has launched its popular Mueslix cereal in a cup. Pic: ©GettyImages/Anfisa Kameneva/EyeEm

Related tags: Kellogg company, Breakfast cereal category, RTE cereals, Thailand

Kellogg’s Thailand has teamed up with Thai-British actress Ranee “Bella” Campen to launch Kellogg’s Mueslix Cup.

Available in two flavors – Harvest Fruit & Nut and Fruity Sunshine – the convenient, eat-on-the-go cup contains five nutritious grains, including corn, oats, rice, wheat and barley.

The Thai cereal market is currently booming, particularly driven by the ready-to-eat cereal sector that is gaining popularity as more Thais become more health conscious.

Last year, the sector saw revenue of Bt2.1 billion ($662m), 37% from the children’s category and 63% from the adult’s category. The adult segment witnessed the fastest growth given the variety of products now available as well as changing consumer behavior.

Care about health and wellbeing

“Kellogg’s Mueslix Cup meets the needs of consumers who care about their health and wellbeing, but who are also looking for something that provides convenience given that so many Thais are on the go,” ​said Avnish Bajaj, country manager for Kellogg’s Thailand.

“We chose Bella to share useful tips on living well and to invite everyone to treat themselves to a good breakfast.

“We are preparing a full marketing plan, both online and offline, including a television commercial featuring Bella, which is already live.

“We hope Kellogg’s Mueslix Cup will get an overwhelming response.”

Kellogg’s Mueslix Cup is sold in 7-Elevens throughout Thailand at a RRP of Bt28 ($0.88).

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