Kellogg's cereal targets young adults

Cereal manufacturer Kellogg's is to launch a new product into the UK market specifically aimed at young adults.

Kellogg's Krave consists of crispy shells filled with a chocolate and hazelnut centre and is due to be available in the UK in the spring.

Talking Retail reports that recent research by the company found that 85 per cent of young people would purchase a chocolate-based cereal and 59 per cent of these would eat it every day. Once released, the product will be available in supermarkets and convenience stores.

In a further bid to attract the younger demographic, Kellogg's has also announced that it will be launching its promotional activity of social networking sites.

Mike Taylor, Kellogg's sales director, told Talking Retail: "There's a huge opportunity to grow breakfast and cereal consumption...by retaining young adults in the habit of eating breakfast... We've focussed our research and planning into creating a brand that genuinely answers the demand of this market."

In recent years Kellogg's has worked to diversify its cereal offering from major brands, including the creation of the Coco Rocks and Mega Munchers products within the Coco Pops range.

Posted by Jason Webster.