Cereal and snacks giant Kellanova – the company behind Kellogg’s and Pringles, has announced its plans to continue to drive growth in 2024, with a strong commitment to the symbols and independents channel.
Speaking at the brand’s latest media briefing, Lindsey Kendal, Kellanova’s away from home sales director, said: “Last year we laid out our ambitions to drive snacking growth in 2023 and that’s certainly something we’ve done. Volume sales in symbols and indies have grown over 14 per cent¹ for cereal snack singles and we’ve seen outperformance in food service, with growth of over 33 per cent². This has been driven by accessing white space in various new environments. We identified an opportunity in out of home occasions, such as pubs and further education, and built a strategy to target them.’’
The business’ growth plans for 2024 are built on the strong foundations of the last 12 months. To support the back-to-school trading period this year, Kellogg’s hit the road with its ‘Back-to-School Roadshow’, visiting wholesale depots across the country to celebrate 25 years of it supporting breakfast clubs. With a branded school bus, the cereal giant toured 14 depots across the UK offering retailers the opportunity to enjoy a bowl of cereal, whilst also providing category advice.
This commitment to activating around important occasions is set to remain into next year, with a continued focus on back-to-school, football celebrations and Christmas. The brand has also recently announced a new five-year partnership with the English Football League (EFL), with the ambition of supporting communities up and down the country.
Looking ahead, from January Kellanova will be launching Coco Pops Chocos in convenience stores and independent retailers, with the introduction of a price marked pack variant. Having landed in supermarkets in 2023, the new food was the number one cereals NPD launch of the year and the biggest cereal launch in the market. With Kellanova large sharing growing ahead of the category in symbols and independents³, there will also be further innovation to come on Pringles.
Hannah Fearnley, senior away from home sales manager, said: ‘’We’re really excited for what’s to come in the year ahead. We’ve had a strong 2023 but there’s still a lot for us to go after as we continue to drive growth. With strong plans for Coco Pops Chocos and further launches planned for later in the year, we’re looking forward to what 2024 has to offer.’’
¹Circana S&I 52we 2nd Dec
²Circana SalesOut Foodservice 52we 8th Dec 2023
³Kantar YTD Data to 29th October 2023
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