[ BREAKFAST ]
Healthy sales to be made The number of people starting the day by eating breakfast continues to grow, with breakfast occasions rising by 0.7% in the past year to 21 billion (Kantar). Products with health benefits and on-the-go formats are performing well, while ready-to-eat cereals are declining. reakfast represents the biggest consumption occasion of all meals, and over 95% of the UK population have bought cereals in the past year (Kantar). However, consumer habits are changing and manufacturers are responding with NPD, as well as heavyweight marketing and promotional campaigns. Weetabix Food Company claims to be bucking the downward trend in the cereals category. “Earlier this year, we announced a £10 million investment and a bold new pack design for Weetabix aimed at extending our lead in the breakfast cereal category. We brought back our famous ‘Have You Had Your Weetabix?’ strapline with a new TV advertising campaign to encourage consumers to think of the brand as the first choice for breakfast,” says head of category Becky Hain. Part of the company’s success is down to well-performing sub-categories such as protein cereals. Weetabix Protein biscuits currently hold a 54% share of the protein sector, the fastest growing segment of the cereal sector – up 9% (Nielsen) and now worth £13.1 million (Shopper’s Voice). Breakfast drinks are also performing strongly, and Weetabix Protein On the Go drinks have a 78% share of the category. “Developing the Weetabix Protein range has been a direct response to the 40% increase in consumer demand for food products that will help people increase their protein intake,” explains Hain. The amount of Weetabix’s business that goes through the wholesale channel has grown significantly in recent years, she reports. “Wholesale is an increasingly important channel for us and we are committed to working closely with cash & carries and delivered wholesalers to continue to grow this into the future,” she says. In order to get the most out of the cereals category, cash & carries should focus on a core range of best-sellers, she advises. “Stock the right range and use off-shelf activity, including PoS, supported by strong promotional offers that link with current advertising,” she says, adding: “Keeping on top of NPD coming into the market is crucial. We see innovation at the forefront of growth. Staying up to date with the latest shopper trends and offering those products in high demand is another way for wholesalers to improve sales.” Weetabix Additions was rolled out to the convenience sector in September after its introduction in the multiples at the beginning of the year. The product comes in two varieties: Apple & Raisin and Coconut & Raisin. The launch of the product was backed with a nationwide television advertising
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www.cashandcarrymanagement.co.uk
Health is continuing to influence breakfast choices.
campaign and in-store activities across the UK, reaching over 40 million consumers. The company has also supported its Alpen brand on TV. The campaign ran until September and coincided with a new pack design for the range, which includes original and noadded-sugar mueslis, as well as three granola products. Cereal Partners UK has announced that Nestlé Breakfast Cereals is collaborating with Star Wars: The Last Jedi for its latest initiative. An on-pack promotion started on 1 November and will run for 17 weeks on Shreddies Original, Cheerios Multigrain, Shredded Wheat, Less Than 5% Sugar Oat Cheerios, Shredded Wheat Bitesize, Nestlé GoFree Corn Flakes and Nestlé GoFree Rice Pops. Two different packs are available – the light side featuring ‘Rey’ and the dark side starring ‘Kylo Ren’ – and there are 30,000 prizes to be won including 20,000 on-the-go BB-8 breakfast units, cereal containers and bowls featuring characters from the film. The Star Wars promotion is being supported by TV and digital campaigns, as well as a range of in-store material. Toby Baker, marketing director UK at Nestlé Breakfast Cereals, comments: “This is our first big movie collaboration in a number of years and we’re delighted to work with Star Wars, one of the world’s most successful and iconic movie franchises. “We hope that consumers will enjoy the exclusive packs, as well as the opportunity to win their own Star Wars branded prize.”