The rise of on-the-go breakfasts has led to a new product range from Kellogg under the Nutri-Grain brand.
Following the trend towards crossing categories, the company has skipped from cereal into the breakfast bar segment to compete with the likes of Up&Go and Weet-Bix Go, which already have significant market share.
The new range of bars includes flavours of Original and Nut, and Banana and Nut.
The company sought to stand out on shelf by leveraging the Nutri-Grain brand and tapping into the male psyche with strong, bold, sporting colours on the packaging.
The “fuller for longer” phrasing also speaks directly to the male demographic, signifying a satisfying eating experience.
At the same time, the prominence of the Nutri-Grain logo makes for easy navigation and reassurance for mums, according to the company.
