Kellogg Australia is planning more new product launches this year than it has rolled out in recent years as it vies with the emergence of independent brands moving into the market.
According to AdNews, the company has appointed a director of innovation and adult brands from Kellogg's US, Tamara Howe, to lead the innovation strategy.
The focus on innovation is in recognition that to achieve its goal of being the leader in the breakfast category, it must keep up with changing taste and behaviour trends and go beyond being a traditional breakfast cereal manufacturer, CMO John Broome told AdNews.
Globalisation was also having an impact, Broome said, with brands like Special K following a global strategy rather than a locally devised one.
The company has already kickstarted the plan with Kellogg's recently launched All Bran muesli representing a major move into a new segment for the company.
The product combines the high fibre of All-Bran with muesli to create a tasty cereal option that also promotes digestive health – according to the company, it has 25 per cent more fibre than other mueslis.
The product includes rolled wholegrain oats, All-Bran twigs, and seeds and fruit pieces in resealable packaging.
It comes in three flavours: Apricot & Almond, Summer Fruits and Cranberry & Pink Lady Apple.
Kellogg's new All Bran muesli represents a major move into a new segment for the company.
