Pringles accelerating Kellogg's growth internationally
Feb. 21, 2013
by Eric Schroeder
BOCA RATON, FLA. – Although Pringles has been more of a bolt-on acquisition in the United States, it is accelerating Kellogg Co.’s growth in international markets, building snacking capabilities worldwide and accelerating the company’s reorganization in Europe to focus on stronger and more consistent growth for the future, company executives told participants at the Consumer Analyst Group of New York conference Feb. 20 in Boca Raton, Fla.
Andy Jones, vice-president of snacks for Central and Eastern Europe, Middle East and Africa, said Pringles has a more balanced international footprint than the company’s core Kellogg’s business, and in some markets, such as Germany, has doubled the company’s size of its existing business in those countries.
“That provides a fantastic platform for changing our business going forward and for future growth,” he said.
Pringles’ performance has been strong in every region of the world.
“Over the last two years, Pringles has delivered mid-single-digit growth rates in Europe, in Asia and in North America, and double-digit growth rates in Latin America and some key emerging markets like Russia,” Mr. Jones said. “In fact, Latin America has just closed its third successive year of strong double-digit growth.”
One of the things that sets Pringles apart is its global appeal -- the brand ranks as one of the top 10 Facebook brands, Mr. Jones said.
He said it’s also a brand in which Kellogg has been able to scale global innovation and global programs.
“Our biggest product innovation last year, the renovation of our core chip, shipped to 85% of our business around the world in a matter of only a few weeks from the first launch,” Mr. Jones said. “And we were able to do that with marketing that was qualified across three regions of the world, and, as you can see, executed in multiple languages all around the globe.”