Kellogg’s unveils brownie style bakes
Food giant Kellogg’s is expanding its Coco Pops brand portfolio with the launch of brownie style Choco Bakes.
Available in June, the wheat bakes with chocolate chips are aimed at children and parents wanting a treat after school. Kellogg’s says the Choco Bakes are a good source of fibre and calcium and contain no artificial colours or preservatives.
They also adhere to Ofcom’s strict nutrition guidelines for healthy foods, meaning they meet the standards required to advertise to children.
The Choco Bakes will be available in both 39p PMP and non-PMP in line with the rest of Kellogg’s range. Singles weigh 38g and contain 142 calories, while bars in the five bar multipack weigh 30g.
According to 2015 data from Kantar Worldpanel, after school snacking is the fastest growing snacking occasion among children – up 4%.
“We expect the Bakes to be highly incremental to the Coco Pops brand,” says Nick Dawson, Kellogg’s sales director for the specialty channel. “Importantly, we also expect the Bakes to be incremental to the category.”
The launch will be supported by a £1.5m marketing campaign, including TV and print advertising targeting mums.