Kellanova, parent company of Kellogg’s and Pringles, has pledged a “strong commitment to the symbols and independents channel” as part of its growth plans for 2024.
As part of this commitment, in January 2024, Kellanova will be launching Coco Pops Chocos in convenience stores and independent retailers, with the introduction of a price marked pack variant.
To support the channel during the back-to-school trading period, Kellogg’s hit the road with its ‘Back-to-School Roadshow’, visiting wholesale depots across the country to celebrate 25 years of it supporting breakfast clubs. With a branded school bus, the cereal giant toured 14 depots across the UK offering retailers the opportunity to enjoy a bowl of cereal, whilst also providing category advice.
The brand has also recently announced a new five-year partnership with the English Football League (EFL), with the ambition of supporting communities up and down the country.
Speaking at the brand’s latest media briefing, Lindsey Kendal, Kellanova’s away from home sales director, said: “Last year we laid out our ambitions to drive snacking growth in 2023 and that’s certainly something we’ve done. Volume sales in symbols and indies has grown over 14% for cereal snack singles and we’ve seen outperformance in food service, with growth of over 33%. This has been driven by accessing white space in various new environments. We identified an opportunity in out of home occasions, such as pubs and further education, and built a strategy to target them.’’
Hannah Fearnley, senior away from home sales manager, added: ‘’We’re really excited for what’s to come in the year ahead. We’ve had a strong 2023 but there’s still a lot for us to go after as we continue to drive growth. With strong plans for Coco Pops Chocos and further launches planned for later in the year, we’re looking forward to what 2024 has to offer.’’