Kellogg's Nutri grain - How advertising helped build Kellogg's franchise in a new category

Janey Bullivant

In the late 1990s Kellogg’s recognised that the snack market was one with huge potential. Consumers have less time to sit down to breakfast and its research revealed that 70% of consumers snacked regularly or sometimes during the morning.
Agency: Leo BurnettAuthors: Janey Bullivant

Kellogg's NutriGrain: How Advertising Helped Build Kellogg's Franchise in a New Category

INTRODUCTION

This is the story of how advertising built Kellogg's franchise in a new category beyond the cereal market and the supermarket aisle. The phenomenal success of its first convenience food brand, NutriGrain, has proved Kellogg's competence as a snack brand, reached new consumers, opened up new distribution channels and created a platform for further expansion within the convenience market. The subsequent launches of Rice Krispies Squares and Cereal and Milk Bars testify to this. Three years on, Kellogg's Convenience...

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