Article: Keeping Up With the Snackers
Marketing/Merchandising: Innovation is key as Kellogg introduces new products and builds off existing popular brands.
Battle Creek, Mich. – Kellogg Company is a legacy brand with a huge portfolio of long-successful products. And innovation is a huge part of their continued success within the marketplace.
Understanding Millennial and Gen Z Customers
Customer tastes are evolving, thanks to Millennial and Gen Z shoppers who demand portable, convenient, “better for you” snacks, many of which are replacing traditional sit-down meals, according to Dara Schuster, director of Innovation & Emerging Brands, Kellogg. “By 2020, Gen Z will make up 40 percent of consumers, eclipsing Millennials in terms of buying power. Gen Z will reshape the snack aisles of tomorrow.”
Because of Kellogg’s strong line-up of existing snack brands, “It’s natural for us to build upon these brands with new products that reflect our understanding of consumer’s evolving tastes, lifestyles and nutrition needs,” Schuster said.
“Retailers who understand each snack category and customers’ preferences can leverage the products that deliver the volume and profit potential they need,” said Schuster. “Look at the huge salty snack category. It’s a $7.8-billion-dollar business in c-stores alone, growing 31 percent since 2013, with snacking occasions driven primarily by Millennials and Gen Z shoppers.”
Salty snack fans are highly desirable c-store customers since “62 percent of salty snack shoppers also purchase a beverage,” said Schuster. “So it’s important to place salty snacks alongside the most popular drinks to create an irresistible bundle.”
Innovative Products for Proven Success
Expect to see more creative munchies aimed at Millennials and Gen Z consumers. In 2019, Kellogg will roll out several innovative offerings, including the joyböl Smoothie Bowl, a convenient, portable bowl of grains, nuts, seeds and fruits, but no artificial flavors, colors or sweeteners. Add milk, water or a favorite liquid, stir with the attached spoon and enjoy a good source of protein. The bowls are available in Strawberry Almond Quinoa, Chocolate Hazelnut or Super Berries with Acai.
Other innovative products based on proven successes include Rice Krispies Treats® Snap Crackle Poppers™ in Chocolatey or Cookies ‘n’ Crème flavors; thick Pringles® Wavy crisps in Applewood Smoked Cheddar and Fire Roasted Jalapeno flavors; and Cheez-It® Snap’d™, a thin crisp cheese snack, available in Double Cheese and Cheddar Sour Cream & Onion flavors.
With each new product launch, Kellogg provides valuable tools to help retailers communicate with shoppers.
“We bring the full force of our marketing assets to bear,” she added. “We provide hot sheets, in-store and social media promotions, point of sale displays, shippers and counter displays, k-mails, channel insights, plan-o-grams, profit calculators and more.”
Detailed information about the latest Kellogg’s products, as well as proven performers, is available on the company’s Convenience Specialty Channels web page.