Kellogg has added five products to its Kashi portfolio in the US in a bid to get round the challenges the brand is facing in the country.

The company has launched an overnight muesli to appeal to those on the look-out for a convenient breakfast option. Overnight Oats Made Easy are soaked in milk alternatives and refrigerated overnight for the consumer to have a prepared breakfast for the following morning. It includes whole grains, superfruits and seeds.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Kashi has also introduced a vegetable breakfast line under the Kashi's Organic Promise brand: Sweet Potato Sunshine cereal made with organic sweet potatoes.

"Kashi believes that eating more plants is the catalyst for a healthier life and planet," said David Denholm, CEO of Kashi. "We're a culture of food geeks, and nothing gets us more excited than sharing distinctive ingredients and exhilarating flavours in the most nutritious food possible."

Additionally, the firm has launched Kashi Organic Promise Sprouted Grains Cereal; Kashi Organic Promise Granola in two flavours – Cranberry Spelt and Flax and Cocoa Coconut with Kamut; and Kashi Organic Chewy Granola and Seed Bars, which are made with a plant-based blend of whole-grains, fruits, nuts and super seeds.

In a conference call discussing its first-half results last week, Kellogg acknowledged the pressures Kashi was facing. Integrating Kashi into Kellogg's broader corporate structure had damaged the brand's ability to compete against smaller, more agile, natural and organic food makers. The company has also faced legal challenges over "natural" claims associated with Kashi products.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

"The team is making good progress on renovation and innovation plans, and we expect to see the fruits of these efforts begin to come through in improving trends over the coming months and as we enter 2016," said Paul Norman, senior VP and president for Kellogg's North America arm.