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YoCrunch and Kellogg's partner to bring cereal to the yogurt aisle

By Mark Astley+

14-May-2014
Last updated on 14-May-2014 at 12:43 GMT

YoCrunch and Kellogg's partner to bring cereal to the yogurt aisle

Danone's US 'yogurt with toppers' business YoCrunch has teamed up with Kellogg's to combine the latter's most popular breakfast cereal brands with Greek and traditional yogurt.

YoCrunch and the Kellogg Company announced yesterday that they had entered into a licensing and supply agreement that will see the launch of products combining Kellogg's cereal brands like Frosted Flakes, Froot Loops, and Special K with traditional and Greek yogurt.

The five product YoCrunch Cereal Bowl range will hit shelves nationwide in coming weeks, said YoCrunch. 

Around two-thirds of Americans currently mix toppings, such as breakfast cereal, with yogurt, the company claims.

This fact paired with "the appeal of the combination of these strong brands" will create more eating occasions for YoCrunch by "making it even more convenient, portable and compelling," said Michael Neuwirth, senior director of public relations at the Dannon Company, Danone’s US yogurt business.

“By making Greek and traditional yogurt even more convenient to enjoy in a simple ‘shake and eat’ format with cereal, we will further expand interest in the overall yogurt category and help retailers grow their yogurt business," Neuwirth told DairyReporter.com.

"The strengths of the Kellogg and YoCrunch brands will bring more excitement and increased interest in the dairy aisle.”

Licensing and supply relationship

Paris-based Danone announced in August 2013 that it had acquired a 100% stake in Connecticut-based YoCrunch.

The manufacturer currently hold licensing agreements with a number of well-known US brands, including Oreo (Mondelez), M&Ms (Mars), Reese's (Hershey's) and Butterfinger (Nestlé).

Following its takeover by Danone, YoCrunch hasn't wasn't anytime expanding its yogurt product portfolio.

"We began conversations with Kellogg in September 2013, a few months after Danone acquired YoCrunch," said Neuwirth.

“It is our hope that this relationship will continue for a long time to come."

“YoCrunch has several existing relationships that enable us to bring the best toppings to yogurt shoppers, and we are proud to add Kellogg to the portfolio. With this collaboration with the leading cereal maker we are bringing added convenience and choice because of the complimentary nature of yogurt and cereal.

Looking ahead, Neuwirth declined to speculate on future YoCrunch licensing opportunities.

"Regarding the future, we cannot speculate about any collaborations that have not been announced," he said.

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