According to Sumit Mathur, marketing, Kellogg South Asia, the new variants are designed to entice more Indian consumers to eat cornflakes for breakfast.
An ‘India Breakfast Habits Study’ study sponsored by Kellogg’s found that one in four Indians skip breakfast altogether because of time constraints.
A whopping 72% skimp by having a nutritionally inadequate meal, while only 3% regard breakfast as essential part of the day.
Despite that, the India breakfast cereal market is seeing healthy growth, valued at $283m in 2017 and projected to grow at a CAGR of more than 17% to reach $751m by 2023, according to ResearchandMarkets, thanks, in part, to the introduction of breakfast cereals in different flavors to suit the taste of consumers.
Down memory lane
Kellogg’s new variants have been created in consultation with celebrity chef Ranveer Brar and were inspired by flavors that ‘Indians have a cultural connection to,’ and enriched with real almonds, Kesar, rose, saffron and pistachio.
“This new range of cornflakes is attributed to the local flavors of India in particular that create a sense of nostalgia every time we come across them. It could be the mom who added Roohafza to your milk or the local halwai you went with your grandparents to enjoy a glass of warm kesar badam milk. Hope a bite of it takes you through the memory lane as much as it did to me while creating it,” said Brar.
The company is reportedly spending a quarter of its 2019 marketing budget to promote the new offerings.
“Creating food experiences by way of sampling across modern retail chains throughout the year is one part of the strategy, while the second is creating conversations around the food through digital media,” added Mathur.
The new flavors are available in 90g and 280g packs for a RRP of Rs 65 ($0.91) and Rs 150 ($2.10), respectively, from retail outlets across the county, as well as online from Amazon, Big Basket and Flipkart.