Kellogg redefining the cereal category

by Keith Nunes
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BOCA RATON, FLA. — With a view toward greater opportunities in the cereal category, the Kellogg Co. is in the process of redefining cereal with products that will exist outside the traditional category. Two products include Kellogg To Go and Nutri-Grain Biscuits.

“We believe we can continue to grow cereal,” said John Bryant, president and chief executive officer, during a presentation at the Consumer Analyst of New York conference taking place this week in Boca Raton. “The cereal category is much more versatile than people give it credit.”

Making its debut in 2013 will be Kellogg To Go, a breakfast beverage that has 10 grams of protein and 5 grams of fiber, Mr. Bryant said.

“It is a bowl of cereal in a beverage format,” he said. “We see it as an opportunity to bring consumers who may be skipping cereal back to the category.

“I don’t know how big this could be, but there is a breakfast beverage business in Australia that equals $2 billion for us.”

Mr. Bryant’s comments come a day after General Mills, Inc. announced it was test marketing a breakfast beverage called Bfast in the United States.

With regard to Nutri-Grain Biscuits, Mr. Bryant said they provide consumers with a cereal alternative without the need for milk.

“A lot of cookies are consumed during the breakfast occasion,” he said. “This allows them to get the benefits of cereal first thing in the morning.”

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