Kellogg’s is tapping into the after-school consumption occasion with Coco Pops Choco Bakes.
The brownie-style bakes will be supported by a £1.5m TV and print activity targetting children and mums.
Available from June, the 38g snacks have an rrp of 39p and are available in pricemarked and non-pricemarked packs. A multipack contains five 30g bars and has an rrp of £1.99.
Sales of Coco Pops cereal bars are up 8% year-on-year, but around six out of 10 of those bars are consumed at breakfast, claims Kellogg’s.
Meanwhile, after-school snacking is the fastest growing snacking occasion among kids – up 4% – and it’s an even more popular time for treats than morning break at school (Kantar Worldpanel, 2015). “Choco Bakes cater to children and parents wanting to grab a treat after school,” said Nick Dawson, Kellogg’s sales director for the specialty channel. “Certainly more so than cereal bars, whose consumption is still connected to breakfast.”
Despite their indulgent taste and appearance, Kellogg’s claims that the chocolate chip Bakes are a good source of fibre, a source of calcium, and contain no artificial colours or preservatives. They also adhere to Ofcom’s strict nutrition guidelines for healthy foods, meaning they meet the high standards required to advertise to children.
The company claims that the nutritional content of the Bakes outperforms competitor products, such as Barney Sponge Bears. Kellogg’s also expects to add incremental sales by attracting an older age group, as 42% of children that the Coco Pops brand appeals to are aged 10-15 years old.
“We think Choco Bakes are a real winner: our testing showed that 73% of mums would either definitely or probably buy them, and most thought they’d probably want to eat it in the afternoon,” said Dawson. “We expect the Bakes to be highly incremental to the Coco Pops brand.
“Importantly, we also expect the Bakes to be incremental to the category. The Coco Monkey character appeals to a wider age range of children in comparison to other kids’ products currently on the market.”
Choco Bakes multipacks continue the fun with games printed on the back of the pack, and there are seven different collectible designs on the inner wraps.