Kellogg targets ‘dunkable’, handheld breakfast trend in continental Europe

The cereal giant has launched the new range under its Nutri-Grain brand which includes – ‘toastable pockets’, ‘dunkable cereal slices’ and ‘breakfast biscuits’.

“These food formats are tapping into the consumer desire in these markets for handheld breakfast,”​ Louise Sullivan, senior manager of communications, cereal category at Kellogg EMEA, told BakeryandSnacks.com.

Sullivan said that just under half (40%) of continental European consumers want a breakfast that is “dunkable”. ​

She added that a large amount of breakfast occasions (80%) do not include ready-to-eat breakfast cereals.

Busy adults the target…​

“Our target audience is busy adults – busy parents and busy young professionals,”​ she said.

Sullivan said Kellogg has launched in France, Spain and Italy as these are the “key markets”​ for breakfast biscuits in Europe.

“However, there is also potential beyond these markets, with the UK being a territory that we will explore further in the future, since we have already successfully launched Nutri-Grain breakfast biscuits there,”​ she said.

“We believe that our new Nutri-Grain products present a significant incremental opportunity for us in France, Spain and Italy,”​ she added.

French avoid milk, preferring hot drinks​

Kellogg said French consumers tend to shy away from milk in the mornings, preferring to drink a hot beverage like coffee or tea. It said the new breakfast biscuit range should offer a solution to this trend.

“We owe it to ourselves to fulfill the consumers’ needs, including those who do not drink milk. Therefore, opening ourselves up to an entirely new segment in order to propose breakfast cereal products outside of the breakfast bowl is a key part of our development strategy and that of recruiting new consumers,”​ said Emmanuelle Bucco-Cancès, director of marketing at Kellogg’s France [translation from French].

The products​

The toastable pocket come in three flavors – chocolate, raspberry and apricot – and is topped with oats.

The dunkable cereal slice comes in two varieties – honey and chocolate – and is made using a variety of cereal grains.

Kellogg is launching its traditional breakfast biscuits in three flavors for the new European markets – chocolate, fruit and fiber and milk and cereal.