Kellogg’s announces new structure for convenience stores

In order to accelerate the implementation of the snacks strategy as well as maximising the synergies between cereal and snacks across the whole sales organisation, Jean-Yves Heude, has been appointed UK general manager sales and snacks. He was previously general manager snacks and convenience.

Commenting on the new plans Jean-Yves Heude said: “Consumers are looking for healthier diets as well as convenience. Kellogg’s mission is to continue to grow the cereal category, and bring consumers alternatives to some of the traditional snacks on the market.

“We are investing in new technologies, advertising and sales in order to succeed. Snacks is an impulse category and we need to be in the right location when a consumer is looking to buy, the convenience channel has a critical part to play in this.”

A new sales force for Kellogg’s Snacks in the convenience channel

In addition to growing share in the multiple retailers, Kellogg’s has identified huge growth potential for snacks in the convenience channel. A new 15-strong dedicated snacks sales force has been established including 12 Retail development representatives (RDRs), and three regional managers.

The team will focus on supporting smaller retailers as well as non-traditional convenience outlets such as sandwich shops.

The RDRs will work closely with the customer marketing team to provide tailored services for retailers and helping provide the right products for their consumers. They will focus on the core range of SKUs which were launched to convenience retailers in the summer of 2007 including Budgens, Nisa and Bookers, supported by significant TV support during 2008.

RDRs were successfully trialled in Birmingham throughout 2007, providing crucial insight into customer behaviour and where in store the snacks should be sited.

Mrs Bone, Booker Premier store took part in the trial and commented: “Since Kellogg’s placed their equipment in my store I have been selling between 6 to 8 more cases of snacks a week. I originally had all the cereal bars with the biscuits and cereals and hadn’t realised the benefit of keeping them at the front of store.”

This addition of a dedicated snacks team for the convenience sector means Kellogg’s has a sales team for each sector including independent retailers and cash & carries.

New marketing and innovation team for snacks

In order to maximise marketing synergies and accelerate the growth, especially via breakthrough innovations, Sanjay Panchal has been promoted to snacks marketing controller.