Kellogg’s enters travel retail; links with Valora Trade – 14/10/08

Exclusive snacks for travel retailers: Kellogg’s Special K Variety Pack and Kellogg’s Grab “N” Go bag


INTERNATIONAL. Kellogg’s, one of the world’s leading food producers, is entering the travel retail market from 2009 with products exclusively designed for the sector and has appointed Valora Trade to handle the Kellogg’s brand in Northern Europe.

The new co-operation with the Valora Group will start shortly in the Northern European region, and negotiations are ongoing with several other companies active in the duty free sector.

The products have already been launched in World Duty Free, and sales are reported to be performing strongly.

The new products (see below) will be presented through Valora Trade at the TFWA World Exhibition in Cannes later this month (Stand number: Yellow Village G59) and are ready for launch.

According to Datamonitor 2006 figures, the global snack bar market is worth over US$7 billion and Kellogg’s is number one, with annual sales exceeding US$2 billion. Kellogg’s sells its well-known confectionery brands in more than 180 countries.

“Our expertise in product development and our understanding of the marketplace has helped to shape the whole sector,” said Kellogg International Account Manager Neil Finlayson.

“Our new product range for international travel retail builds on our heritage, our innovation and our reputation for great-tasting, healthy foods. Our products meet consumer demand for impulse snack buying, for kids’ gifting and for a tasty, healthy alternative to traditional confectionery products. Healthy snacking is one of the fastest-growing food sectors. Driven by increasing consumer demand for tasty, convenient and nutritious foods on the go, this presents significant market opportunities.”

Commenting on the tie-up with Kellogg’s, Valora Trade Travel Retail Division Director Dan Kongsted said: “We are very proud that Kellogg’s have appointed us as their distributor in the northern part of Europe.

“Kellogg’s expertise in this category combined with our knowledge and position in the market, we see as a perfect combination,” he added. “The new products from Kellogg’s fit perfectly into the travel market and we are very happy to be able to bring added value to both the retailers in our region and to Kellogg’s.”

Kongsted continued: “Products like these are exactly what both the retailers and consumers are asking for. We are convinced that we within some years, together with Kellogg’s, will create a very strong brand in the travel retail channel.

“Global consumers are demanding healthier, convenient products that don’t compromise on taste. With the travel retail bags from Kellogg’s, this is now an opportunity for the travel market as well.”

Finlayson added: “We are delighted to be working alongside and in partnership with Valora Trade in travel retail; our companies have been working together in other channels and other countries for many years now and we are excited about this entering into travel retail in Northern Europe with Dan and his team.”

GIFT PACKS EXCLUSIVE TO TRAVEL RETAIL

Kellogg’s has created the following gift packs exclusively for the duty free channel:

Special K Variety Pack: Special K is claimed to be the number one family cereal brand in the world. The variety pack contains 10 Special K bars (two Special K Original, two Special K Choc Chip, three Special K Bliss Raspberry and three Special K Bliss Orange.

Kellogg’s Grab “N” Go bag: The company’s cereals are said to make a significant contribution to children’s intakes of vitamin and minerals. This mixed bag for children contains 10 bars from four of the best-known cereal brands: four Coco pops Cereal and Milk Bars, two Coco Pops Coco Rocks Cereal Bars, two Frosties Cereal and Milk Bars and two Rice Krispies Cereal & Milk Bars.

For details, contact Neil Finlayson, International Account Manager, tel: +353 1 883 0719 or e-mail travelretail@kellogg.com Visit www.kelloggitr.com

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