How Kellogg’s muesli is muscling its way on to Indian breakfast tables

Kellogg’s has been working on growing its overall breakfast portfolio in India these last few years and Pro Muesli is the latest of many unveilings from the innovation funnel of the company.

Despite muesli being a relatively new fixture on the Indian breakfast table, it already accounts for a third of the breakfast cereal category and, per recent Nielsen data of July 2022, Kellogg’s has a 70% share in the ’muesli and granola’ category in India – a category that is growing at a strong double-digit rate.

Sumit Mathur, senior director of marketing at Kellogg’s South Asia, tells The Drum: “These growth trends are a clear indication of the acceptance and emerging affinity of people towards multi-sensorial, multigrain food formats that are nourishing and tasty at the same time.”

He says Kellogg’s plant-based muesli launch is backed by the growing awareness around food that is ‘good for me and good for the planet’. The product contains 100% plant protein without added whey powder. The proteins in its formulation come from plant-based ingredients including soy nuggets, moong dal and multiple grains, he adds. In the muesli category in India, the play of protein and especially plant protein is a recent phenomenon that could help Kellogg occupy the first mover position in the space.

Go-to-market plans

With a target audience of discerning health-aware consumers, its go-to-market plans are focussed on e-commerce, digital and in-store, steering clear of expensive mass media for now says Mathur.

“The approach taken is a very strong cohort-based approach, which means that questions such as how do we communicate to the right shopper and whose basket does it get into are deciding the strategy.”

Much like many big brands, the marketing playbook involves influencers in a major way, says Mathur. “The amplification of the launch will be done through a strong word-of-mouth influencer campaign on platforms including Instagram, YouTube and Facebook.”