Kellogg''s to focus more on taste, health benefits

Mumbai, Feb 17 (PTI) Leading producers of ready-to-eatcereals, Kellogg''s, that has re-launched its kids brand chocoswith essential nutrients, will concentrate more on taste inIndia besides health benefits as part of its globalmarketing strategy, a top company official said.

The company in the next ten days will be launching a360 degree marketing campaign including television, print,radio, on-ground activation such as setting up kiosks at mallsand strategic locations, to re-position itself as a tastybreakfast option for children.

"India is a different market all together, where tastecomes above health benefits. We are now focusing on thisaspect and are relaunching chocos as a tastier and healthycereal breakfast. We will also look at our other productsmoving ahead to improve the overall taste," Kellogg India''s,Director (Marketing), Vikram Behl, told PTI here today.

The company, which enjoys a healthy 60 per cent share inthe Rs 400-crore cereal market in India, is, of late, facingstiff competition from international players such as Nestleand Unilever in the breakfast segment.

Most of them have changed their strategies for theIndian market keeping in mind the tastier healthy option.

While Nestle has brought a lot of innovation into itsMaggi brand, another brand targeted towards kids, by launchingseveral localised flavours, HUL has last year launched itsKnorr soupy noodles as a breakfast as well as healty snackingproduct. .