Kellogg touching on consumer trends, unveils 40+ new products

By Carolyn Heneghan | June 30, 2015 

Dive Brief:

• Kellogg Co. is launching more than 40 new products across its U.S. portfolio, many of which demonstrate the company's adaptation to today's consumer trends and changing preferences.
• About 51% of consumers say they want products with simpler ingredients, according to NMI Health & Wellness Trends Database in Kellogg's press release. Kellogg responded with the Kellogg's® Origins line of cereals, granolas, and muesli, which contain no artificial flavors or hydrogenated oils. The new products also employ ancient grains along with traditional grains as well as a variety of fruits, nuts, and seeds.
• Consumers are also looking for more nutritious foods that suffice more aspects of their daily diet, such as choosingGreek yogurt with more protein over traditional yogurt. This prompted Kellogg's new Special K Low Fat Granola with Cranberries, which contains 4 grams of protein and less fat, and Special K Breakfast Medley sandwiches, which are made with whole wheat and real eggs.

Dive Insight:

Another trend Kellogg addresses with these new products is consumers' growing desire for convenient, portable foods, particularly foods that are both portable and nutritious. According to CSPnet.com, millennials, dubbed the "grab-and-go generation," are "10% more likely to frequently purchase grab-and-go items, and 65% of them often purchase handheld grab-and-go foods such as sandwiches." Kellogg's new products include New Special K® Chewy Nut Bars and Nutri-Grain® Breakfast Biscuits, which are made with whole grain and contain no artificial flavors, preservatives, or high-fructose corn syrup.

As Kellogg and other companies continue to reformulate existing products, to remove artificial ingredients, high-fructose corn syrup, and partially hydrogenated oils, entirely new products will also come to market.