The cereal business 'is booming'

- Last updated on GMT

Related tags: Oat, Fruit, Wheat, Kellogg

Kellogg says it is experiencing some of the most successful product launches that it has ever seen, despite the economic downturn.Mike Taylor,...

Kellogg says it is experiencing some of the most successful product launches that it has ever seen, despite the economic downturn.

Mike Taylor, Kellogg's sales director, said that most manufacturers are generally taking a more cautious approach to new product launches. But Kellogg, on the other hand, is investing over £800M in its brands over the next year. This will "help us come out of the recession stronger", he said.

Special K Oats & Honey, launched earlier in the year, "had been one of the most successful product launches we have had in the last 10 years, despite all of the doom and gloom", said Taylor. He added that the brand will strengthen further, as it is about to appear in the television programme Britain's next top model. As part of the show the contestants have to design a television advertisement for the cereal. The brand is also benefiting from an interactive Special K website, which provides free individual diet plans for consumers wanting to lose weight.

Kellogg launched a Special K Fruit and Nut Clusters cereal last month, and relaunched its Nutri-Grain Soft Bake brand with extra fruit filling. It also recently introduced a new brand of muesli called Natural Pleasures, and a number of value pack sizes across its brands.

Related topics: NPD

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