Kellogg’s launches direct-to-consumer kitchen

The delivery-only meals service, Kellogg’s Kitchen Creations produces meals that use Kellogg’s breakfast cereals and snacks in their ingredients and is completely run by the manufacturer. The move would see Kellogg’s products reaching consumers without using a retailer as the middle-man.

Everything on the menu is tailored towards vegetarian consumers, with a number of vegan options as well. The plant-based menu included hot dogs made with All Bran, beetroot, oats and lentils, Nutri-grain cheese cake bars and Corn Flakes cheese bites.

Commenting on the launch, Kellogg’s Kitchen Creations manager Ben Ellis said: “This will be the first Kellogg’s kitchen delivering meals inspired by our cereal and snacks directly to people in their homes. ​

Expansion in the future​

“We’re excited to see how people react to the food we are offering and if it’s something we can continue to do in other parts of the UK in the future.”​

The Kitchen is to run in collaboration with Deliveroo exclusively, with no plans at this time to extend the service to other delivery services – such as Uber Eats and Just Eat.

Deliveroo direct Justin Landsberger added: “Kellogg’s cereals are a staple of every kitchen across the country, we can’t wait to work with the team. ​

“At Deliveroo, innovation is at our core, so we’re excited to partner with Kellogg’s and create some exciting new foodie options inspired by their most popular products.” ​

‘Dark kitchens’​

The launch of Kellogg’s Kitchen Creations is the latest in a growing number of ‘dark kitchens’ – professional workspaces unattached to customer facing restaurants – utilised by fast food restaurants.

Last week saw fast food giant McDonald’s open its first ‘dark kitchen’ in Hanworth, west London to help meet consumer demand for delivery, which made up 10% of all its UK business in its third-quarter financial results.

Meanwhile, in other Kellogg’s news, the manufacturer appointed senior sales director Chris Silcock as its new vice president and head of its UK and Ireland operations last month.​​