Kellogg has cut prices of its single-serve cereal bars in the UK by 29% which could make them competitive amid waistline woes and catapult the brand out of the breakfast aisle, an innovation expert says.
While the food bar market has traditionally been split into two distinct categories: cereal/granola bars and energy/nutrition bars; the boundaries between them are becoming increasingly blurred, according to a new report.
On the back of growing demand for healthier snacking products,
cereal snacks are luring consumers away from traditional
indulgences such as crisps and confectionery - prompting snack
makers to diversify to keep up with the trend.
UK company Multiple Marketing has developed a new range of
functional cereal bars in an attempt to cash in on the increasing
demand for nutritionally beneficial and innovative wellness
products that deliver functional health benefits.
Western Europe's cereal bars market is 'massively underexploited',
according to market research analysts Datamonitor. The report
suggests that this product could be a promising driver of growth
for confectionery makers...