Nutri-Grain breakfast biscuits to receive £3m launch campaign as the brand repositions

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By The Drum Team | Staff Writer

June 13, 2012 | 1 min read

Kellogg’s new Nutri-Grain breakfast biscuits are launching this month with a £3m breakfast on the go campaign.

Launching in cereal and milk; oats and honey; and fruit and fibre flavours, the range aims to provide the solution to the 2.6 billion missed breakfasts a year.

The campaign will involve television advertising, a radio campaign, sampling and in-store marketing.

Ian MacKenzie, snacks controller at Kellogg’s, said: “You can’t escape the fact that Kellogg’s equals breakfast in the minds of many people. So, this launch is about bringing a breakfast biscuit solution to market from a brand consumers instantly know.

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“People still want cereal but they also want different food formats first thing, particularly on the go formats. We’re committed to providing solutions which help retailers exploit this, from one of the UK’s most recognisable brands.”

The breakfast biscuits launch is part of a wider on-the-go breakfast repositioning of the Nutri-Grain brand, which will include a new pack design, marketing campaign and new products.

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