Kellogg aims to sweeten cereal sales with Chocolate Frosted Flakes

By Gill Hyslop

- Last updated on GMT

The Kellogg Company is rolling out Chocolate Frosted Flakes in response from demand from consumers for sugary cereals. Pic: Kellogg's
The Kellogg Company is rolling out Chocolate Frosted Flakes in response from demand from consumers for sugary cereals. Pic: Kellogg's

Related tags Flavor Breakfast cereal Food

The Battle Creek-based cereal giant responded to demands from consumers who still want a sugary hit first thing in the morning in an effort to boost its sagging ‘morning foods’ business.

Kellogg has introduced Chocolate Frosted Flakes to its product range and said it let its US fans weigh-in at nearly every step of the development process.

"We stay close to our fans to make sure we are delivering the cereal experiences they want most,”​ said Brad Schwan, Kellogg's senior director of morning food marketing.

“When we found out chocolate was the next most requested flavor, we set to work right away.”

Slipping sales

The NPD comes amid troubled cereal sales for Kellogg that have been slipping as consumers turn more towards healthier food options.

The Corn Flakes and Rice Krispie maker’s breakfast sales dropped nearly 7% this summer, compared to the same time last year.

However, it wasn’t the only cereal maker to see a decline.

Cheerios and Lucky Charms maker General Mills also saw a drop in its cereal division sales over the same period.

Kellogg’s breakfast foods accounts for more than 40% of its bottom line – which was $13bn in 2016

To appease the modern consumer’s healthier appetite, Chocolate Frosted Flakes are made with natural flavors and no preservatives.

The new cereal will be rolled out to major US retailers and grocery stores in November, with a suggested retail price of between $4.69 and $5.79.

Vigorous snack market

While loathed to give up on sugary cereals just yet, Kellogg’s has made a move to attract the more health-conscious consumer of the lucrative snack market.

Earlier this month, the company announced plans to acquire America’s purportedly fastest-growing nutrition bar company, RXBar.

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