Kellogg in product introductions across categories
by Eric Schroeder
BATTLE CREEK, MICH. — Tapping into interest in trending flavors as well the upcoming Summer Olympics, The Kellogg Co. has unveiled a flurry of new product introductions in categories including better-for-you snacks, ready-to-eat cereal, toaster pastries, cookies and crackers.
“Every new product from Kellogg is developed based on keen insights into the lifestyles, taste preferences and nutrition needs of our consumers,” said Brad Davidson, president of Kellogg North America. “By leveraging these emerging trends, we continue to introduce hot new products that excite both our consumers and our retail partners.”
The continued success in the company’s Special K brand, which has been driven by demand for weight management options, has led Kellogg to expand its lineup of snack options. Special K Popcorn Chips this summer will join Special K Cracker Chips. Debuting in the two varieties of butter and sweet and salty, the popcorn chips are made with 100% milled corn. Each 28-chip serving has 120 calories and 2 grams of total fat.
Special K also will add two new varieties of Special K Pastry Crisps: chocolaty delight and brown sugar cinnamon.
Kellogg will look to capitalize on the nation’s interest in the Olympics later this month with a series of limited-edition Olympic-themed innovations, including Kellogg's Team USA cereal, vanilla flavored loops made with whole grains; Team USA Mixed Berry Pop-Tarts; and Keebler Chips Deluxe Rainbow cookies with red, white and blue candy. The Olympics kick off on July 27.
Kellogg also has teamed with the movie launch of “The Amazing Spider-man,” to introduce special Spider-man-inspired products, including Yum-azing Vanilla Pop-Tarts, which have red icing and blue “spidey” sprinkles. Other Spider-man-themed foods will debut from Cheez-It crackers, Rice Krispies Treats, Keebler Fudge Stripes cookies and Keebler Graham Bites.
Kellogg will feature two flavors – cinnamon and pumpkin -- in the second half of 2012.
According to data from Nielson cited by Kellogg, cinnamon-flavored products accounted for $1.4 billion in sales across the grocery industry last year. In January, Kellogg introduced two new cinnamon versions of cereals: Frosted Mini-Wheats Cinnamon Roll and Kellogg's Raisin Bran Cinnamon Almond. More recently, Keebler has teamed up with Cinnabon to create Keebler Cinnamon Roll cookies. The cookies debut in original and caramel pecan varieties. Meanwhile, Kellogg’s newest brand, Pringles, will introduce a cinnamon-flavored crisp for the holiday season.
Kellogg also will look to tap into demand for pumpkin-flavored products. This fall, Kellogg said it will re-introduce pumpkin pie Pop-Tarts. New products with a pumpkin “taste,” include Eggo Seasons Pumpkin Spice waffles and a pumpkin spice Pringles variety that will appear as a limited edition offering at Wal-Mart Stores, Inc.
Other new products slated for introduction this year include: Frosted Mini-Wheats Touch of Raspberry; Pop-Tarts Mini Crisp Blueberry; Pop-Tarts Confetti Cake; Eggo Granola Chocolate Chip; Eggo Granola Mixed Berry; Eggo Thick & Fluffy Mixed Berry; FiberPlus Nutty Delight bars (peanut and dark chocolate and honey roasted almond); Keebler Sandies Toffee cookies; Mother’s Jungle Animal cookies; Town House Flatbread Crisps Roasted Garlic; and Cheez-It Big Monterey Jack.