Kellogg’s go for larger innovations and beyond breakfast

6 Feb, 2018

 

Michigan-based Kellogg Company came to India in 1994 and since then it has constantly worked on changing the breakfast habits of consumers in India. Though the company was not able to break through the complex breakfast routine of Indian consumers have not entirely transformed. But Kellogg India’s strategy to imbibe it has been quite successful and now they are on full swing to craft cereal in an all-day snacking product in addition to a breakfast item.

The business of Kellogg India has been clocking double-digit growth over the past seven years and is now focusing on fewer bets versus a larger pipeline of innovations.

Of course new ideas and strategies has been streamlining as the leadership of the company has changed with Mohit Anand taking over as the new MD (India & South Asia), who believes that As a food company, Kellogg is moving towards the passion for foods.

The canvas just got wider for Kellogg India to explore growth opportunities with its products at and beyond breakfast, while catering to local tastes.

Kellogg’s is cashing on peoples lack of time as around 72 per cent of Indians skimp on breakfast and more than 50% do it because of lack of time. The company is making cereal a no in time breakfast and focusing on getting more local.

Kellogg takes comfort in the fact that India is the largest grains market, opening up the opportunity wide for any packaged foods company playing in grains-related packaged products. Kellogg India plans to enter other newer arena in food sector but for the moment it is emphasising on growing its core products, where Kellogg’s Chocos is the largest selling stock keeping unit (SKU), what boosted the company’s hopes is the performance of its new snacking product, Chocos Fills, a grain-based Indian innovation.

 

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