Kellogg’s is to launch a new cereal into the UK market aimed specifically at the young adult market (16-25 year olds) – an age group previously untargeted by breakfast cereals.
The launch of Kellogg’s Krave comes as the breakfast market in the UK continues to grow. Cereal sales have grown more than 25% in the last 4 years. That’s 500 million extra breakfasts.
For young adults, enjoyment and taste are the key decision drivers behind their choice of breakfast cereal and Kellogg’s has spotted a gap in the market for a product aimed directly at this need.
When investigating what type of breakfast cereal young adults would like to see available, Kellogg’s found that 85% said they would eat a chocolate cereal with a further 59% saying they would eat it everyday.
Kellogg’s Krave is a cereal focussed purely on delivering great taste and enjoyment to this market. Crispy cereal shells filled with a chocolate hazeulnut centre will satisfy the breakfast demands of this age group.
Supported by a £4m marketing plan tailored explicitly to young adults, Krave will be marketed in areas synonymous with this market. Facebook, Twitter, music festivals and universities will all form a part of an integrated advertising, PR and sampling campaign.
“There’s a huge opportunity to grow breakfast and cereal consumption within the adult market by retaining young adults in the habit of eating breakfast.” Said Mike Taylor, Kellogg’s sales director.
“We’ve focussed our research and planning into creating a brand that genuinely answers the demand of this market. Krave is like no other cereal we’ve launched, the style of the brand and the marketing is exclusively orientated around the youth market so it will have that ‘my brand’ feel to it,” added Mike.
Kellogg’s Krave will be available in supermarkets, convenience and independent stores as well as hotel and catering. Notably in the convenience sector, 31% of shoppers are aged 16-35.
The new brand is an adaptation of the hugely successful Kellogg’s Tresor brand which is a market leading cereal in France and is currently worth €26m in sales value. Kellogg’s estimates the UK sales value of Krave will reach £7m RSV in its first year in market.
Kellogg’s Krave retails at £2.49 per 375g pack.
Source: Kellogg’s
