Nielsen, a global measurement and data analytics company, recently released a Top Innovations report which has highlighted Kellogg’s Granola range as one of the Top 14 successful Innovations in South Africa. The brand won in the Nielsen’s ‘Brand Grower’ category. This award not only recognises cereal brands, but brands across all categories. This survey examined a wide range of products which were drawn from the food, personal care, beverages, and snacks categories.
The Kellogg’s name has been synonymous with iconic cereal brands such as Corn Flakes and All-Bran for generations, but, as consumers’ needs and tastes have broadened; the company has kept pace introducing new brands and products to meet these needs. “As a leading food company, this recognition and acknowledgement of our innovation success by this study, has affirmed that, as Kellogg’s, we are on the right track in our journey to delight our consumers through our product range.” Say Avik Sarkar, Marketing Director at Kellogg’s South Africa.
The report points out that at least 38% of local consumers enjoy trying out new products, and 41% actively search for new products. This confirms that there are opportunities for unique, tasty, and healthy foods for brands to remain relevant in a highly competitive market.In 2019, the Kellogg’s Granola range was repositioned with the ‘Indulge All Your Senses’ campaign that aimed to highlight how the range offers consumers wholesome, real ingredients that they can indulge on. “This year – 2020, we have amplified our campaign through a significant marketing investment across digital platforms and have partnered with influencers to drive the message and showcase our products to consumers at large.” Concludes Sarkar.