Kellogg’s cuts the sweet calories as it launches ‘No Added Sugar EXTRA Muesli’ variant for health-conscious consumers
Mumbai, November 2012: Kellogg India, the world’s leading producer of ready-to-eat cereal and leader in the breakfast cereal category in India has launched ‘No Added Sugar EXTRA Muesli’.
As suggested by its name, the main attribute of the product is that it comes with no added sugar. Its sweetness comes from the ingredients in the product. It is made from five grains of wheat, corn flakes, rice, barley and oats with 25% dried fruit and nut inclusions of great quality dates, raisins and almonds. It is not only nutritious but a tasty breakfast, with a healthy combination of fruits, nuts and grains. Kellogg’s EXTRA Muesli is packed with a bundle of nutrition, such as Fibre, Iron, B Group Vitamins and Folic Acid and tastes great with milk and yogurt.
Speaking on the introduction of this new product to the brand portfolio, Sangeeta Pendurkar, Managing Director, Kellogg India says, “The muesli category is approximately Rs. 40 crores, growing at a healthy 26% and Kellogg’s EXTRA Muesli is the market leader in the category at +50% market share, growing ahead of the category. Consumers are constantly looking for innovative options that will help them to lead a healthier lifestyle. No added sugar products are a big part of this, as they help consumers seeking products that have lower sugar amongst the rest. Given our commitment to nutrition, it is our aim to fulfill consumer health needs through new relevant products, keeping the taste intact.”
This is the company’s first major launch in the franchise since 2006, when the brand was launched. Currently the three variants in the market: Kellogg’s EXTRA Muesli Crunchy Fruit and Nut, Kellogg’s EXTRA Muesli Fruit Magic and Kellogg’s EXTRA Muesli Nuts Delight.
Kellogg’s No Added Sugar Extra Muesli will be available nationally with price points- Rs. 119 for 275g, Rs. 160 for 375g and Rs. 229 for 550g.
About Kellogg Company:
At Kellogg Company (NYSE: K), we strive to make foods people love. This includes our beloved brands – Kellogg's®, Keebler®, Special K®, Pringles®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, CheezIt®, Eggo®, Mini-Wheats® and more – that nourish families so they can flourish and thrive. With 2016 sales of $13 billion and more than 1,600 foods, Kellogg is the world's leading cereal company; second largest producer of crackers and savory snacks; and a leading North American frozen foods company. And we’re a company with a heart and soul, committing to help create 3 billion Better Days by 2025 through our Breakfasts for Better Days global purpose platform. To learn more, visit www.KelloggCompany.com or www.OpenforBreakfast.com and follow us on Twitter @KelloggCompany, YouTube and on our Social K corporate blog.
About Kellogg India:
Kellogg in India is a pioneering breakfast cereal brand and it offers foods under ‘ready-to-eat’ cereals and ‘hot breakfast’ categories. Known for its flagship brand Kellogg’s Corn Flakes®, positioned to all members of the family, other loved brands include Kellogg’s CHOCOS®, Kellogg’s Honey Loops, Kellogg’s Special K®, Kellogg’s All Bran® Wheat Flakes, Kellogg’s Muesli and Kellogg’s Oat-bites. Its hot breakfast portfolio includes Kellogg’s Oats which is available in both, plain and flavored variants. Kellogg also forayed into snacks by introducing Pringles® in India.
Kellogg’s growth in India has been guided by the company’s purpose of nourishing families so they can flourish and thrive. As a part of this belief, Kellogg India champions the importance of breakfast to ensure a great start to the day, highlighting the benefits of cereal as a part of a balanced breakfast.
To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com. For Kellogg India specific information, visit www.kelloggs.in.
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