Kellogg pushes portable snacks as cereal biz lags

Thompson, Stephanie
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p4
Trade Publication
This article reports on the plan by Kellogg Co. to launch a snack product line. The company is again attempting to become more portable for modern consumers. The marketer is packaging three of its top tween-targeted cereals in canisters into a brand called Snack 'Ums. The line is set to be launched in December 1999, supported with $25 million in advertising beginning early next year. Anxious to find more profitable growth arenas than what it has been seeing for its base cereal business of late, Kellogg found that 5% to 10% of cold-cereal consumption is for snacking. Though it already has Snack Packs of three top cereal brands, the new line features larger, flavor-enhanced versions of Fruit Loops, Rice Krispie Treats Krunch and special caramel-flavored Corn Pops in resealable packs Kellogg hopes will be relevant to the younger, on-the-go set.


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