breakfast to be taking leadership of the overall category.” Belvita Breakfast has benefited from new variants, including Cranberry, Strawberry and Yoghurt Duo Crunch. The brand was also launched in an exclusive format for the convenience channel, with a 150g pack aimed at top-up shoppers. The new packs, available in Milk & Cereals and Honey & Nut flavours, contain 3 x 50g packs of biscuits.
Healthy options Developed by Freedom Cereals, Keep Me Going is a breakfast cereal with a low glycaemic index (GI), providing a longlasting release of energy and helping to reduce the desire to snack between meals. Keep Me Going is also low in fat, salt and sugar, making it a healthy way to start the day, as well as helping with weight control. Consisting of wholegrain barley and oat pillows, Keep Me Going has a GI of just 50. Low-GI foods can help you to feel fuller for longer. Choosing low-GI foods is also believed to help reduce tiredness, release energy and maintain a healthy immune system. The Keep Me Going wheat-free recipe is high in fibre, with wholegrain barley and oats that are a good source of beta glucans, which can help to lower cholesterol levels. The cereal contains SOLO sea salt, which has 60% less sodium than regular salt, helping to maintain healthy blood pressure. With just 0.19% salt content, Keep Me Going has less than a fifth of the salt present in many ‘healthier’ cereal brands. Keep Me Going also contains only 8.9% sugar. Joint managing director Richard Paterson explains: “Previously, foods needed to have a sugar content of over 15% to warrant a red rating in the front-of-pack labelling but, in the new system, only foods with over 22.5% sugar will get a red flag. This means that several leading breakfast cereals that market themselves as having a healthy profile but which would have been red-carded under the old system have now achieved an amber by the skin of their teeth. With the amber category being so broad – from just 5% to 22.5% sugar content – it’s very confusing for consumers.” As regards Keep Me Going, Paterson says: “What we’re really excited about is the fact that all this goodness, including added vitamins and minerals but absolutely no artificial colours or preservatives, is not at the expense of tastiness.” Every pack of Keep Me Going breakfast cereal contains three trading cards that feature a national flag on one side and interesting facts about a country on the reverse. There are over 190 trading cards in the series.
Award winner Quaker Oat So Simple, manufactured by PepsiCo, is the fastest growing top 10 cereal brand (Nielsen total coverage, 52 weeks through 22 December 2012).
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• Cash & Carry Management • November 2013
The Oat So Simple Pots range has been voted Product of the Year in the porridge category based on a survey by Taylor Nelson Sofres of over 10,000 consumers. The UK’s largest consumer-voted award for product innovation recognises the success of Quaker Oat So Simple Pots at delivering quality porridge in a range of flavours in an innovative, convenient format. The range has attracted new customers to porridge, with 86% of volume incremental to the hot cereals category (Kantar 52 weeks through 23 December 2012). Patrick Kalotis, group marketing director of Quaker and Tropicana, comments: “We are delighted that so many consumers are recognising the benefits of Quaker Oat So Simple Pots. With 55% of consumers leaving home without breakfast and one in 10 eating breakfast at their desks, breakfast on-the-go presents a significant sales opportunity for retailers (PepsiCo breakfast 6Ws study June 2011: internal company research into Who, What, Where, When, Why, hoW). “We have responded to this demand by continuing to innovate within our popular on-the-go breakfast portfolio, which includes our delicious range of Quaker Oat So Simple Pots and our convenient Quaker Oat So Simple Morning Bars,” says Kalotis. “We hope that leveraging this industry accolade in-store will drive further trial of the product and help retailers to super-start their morning sales, maximising the growing onthe-go breakfast opportunity. We have invested in innovative merchandising solutions specifically tailored to each channel. This includes bespoke point of sale for independent retailers, such as clip strips to site Quaker Oat So Simple Pots alongside Tropicana. By offering ‘two for £2’ breakfast meal deals customers can target the one-third of shoppers who claim they would buy if available (Kantar Worldpanel, w/e 8 July 2012). We will be driving visibility of the full Quaker onthe-go range and the meal deal opportunity by creating dedicated Quaker bays in depot.” Quaker Oat So Simple Pots is supported by a marketing campaign that includes TV advertising. The wider Oat So Simple brand is also backed by a digital campaign featuring Mr Motivator and Denise Van Outen.
For further information: Cereal Partners (01707) 824400 Freedom Cereals 020-8464 1665 Kellogg’s (0800) 626066 Mondelez International (08702) 400861 PepsiCo (0800) 032 4490
www.cashandcarrymanagement.co.uk