US cereal giant Kellogg has launched a brand of baked muesli, Nature’s Pleasure, onto the UK market.
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According to Kellogg, the launch will invigorate the muesli sector, which suffers from the perception that muesli is “dusty and tasteless”.
“We want to bring new people into the category. And, we believe Nature’s Pleasure will do this thanks to its differentiated food, mid-category price point and mass marketing,” said Mike Taylor, sales director at Kellogg’s.
“We’ve spent two years developing this brand and know it will appeal to 68% of the population who are looking to buy natural, less processed foods,” Taylor said.
The launch will be supported by a GBP3m marketing campaign, which will include a sampling campaign, print and digital advertising.
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By GlobalData“Advertising is designed to appeal what we call ‘everyday foodies’. We define these people as 45 years plus, love food and trying new products but still do the bulk of their shopping at supermarkets,” a spokesperson for the company told just-food.
Nature’s Pleasure is muesli baked in honey and raw sugar cane, making it crunchy. It will have an RRP of GBP2.49 and comes in four varieties: almond, pecan and cashew, raspberry and cherry, apple and blackcurrant and almond, pecan and raisin.
Nature’s Pleasure will be listed in a majority of the major multiples from April, Kellogg said.
