Kellogg’s overhauls Nutri-Grain range to create Elevenses brand

Kellogg’s is overhauling its Nutri-Grain range to create two distinct brands backed by a £3m New Year marketing push.

From January, the Nutri-Grain name will disappear from the Elevenses range of baked snacks to create new standalone brand Kellogg’s Elevenses.

The revamped offering will be targeted at 30 to 50-year-old women who enjoy their mid-morning tea break.

Packaging across the five-strong range which will feature Oat Baked Bars and Soft Oaties from the existing Nutri-Grain range will be revamped with a new purple clock logo.

Meanwhile, Soft Baked Bars will be the only products left in the Nutri-Grain range, which will be renamed Nutri-Grain Morning Bars and positioned as a snack solution to missed breakfasts.

A spokesman for Kellogg’s said: “Nutri-Grain is the largest cereal snacks brand in the UK and consumer research shows we have uncovered two massive opportunities to pursue.

“We feel we now have two brands with a much sharper positioning.”

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