KELLOGG’S RICE KRISPIES SQUARES GO TOTALLY CHOCOLATEY!
Kellogg’s is looking to capitalise on a hugely successful year for its Rice Krispies Squares brand with the launch of an new variant. Rice Krispies Squares Totally Chocolatey will expand the reach of the brand into the confectionery market as Kellogg’s looks to challenge traditional chocolate snacks.
The Rice Krispies Squares brand is now worth £19.9m after a 63% increase in value sales in 2008*. The new Totally Chocolatey flavour will aim to tempt consumers who regularly purchase traditional chocolate confectionary to try Rice Krispies Squares.
Kellogg’s will be offering significant support to the launch of the new variant with above the line support totalling £3.8m and consisting of TV and cinema advertising. In addition there will also be an additional £387k support including sampling, trade advertising, trade promotions and PR.
Said Kevin Brennan, general manager of Kellogg’s snacks: “2008 was a milestone year for Rice Krispies Squares. Its popularity has grown at a fantastic rate and the only way to maintain that growth is with strong innovation. We believe Rice Krispies Squares Totally Chocolatey will deliver this for the brand and cement Rice Krispies Squares place as one of the UK’s leading snack and confectionary brands.
For our retail partners, the growth and increasing value of Rice Krispies Squares represents a fantastic opportunity to generate new sales by offering consumers a realistic alternative to other confectionary products. We anticipate the new Totally Chocolatey flavour will be as popular if not more so, than the current Rice Krispies Squares variants”.
Rice Krispies Squares first hit the shelves in 1999 with the original Chewy Marshmallow flavour. Variants now include Chocolate and Caramel, and Crazy Choc.
Rice Krispies Squares Totally Chocolatey will be available from the end of February 2009 in multi-packs of four at an RRP of £1.69 and in single form at an RRP of 45p. For sales enquiries please call 0870 2402 393.
Source – Kellogg’s
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