Kellogg’s launches the new and improved Honey Loops

The kids’ breakfast cereal now comes in an all new packaging with crunchy, yummy honey-flavored loops and the goodness of wholegrain
Link to the TVC
Link to high-res pictures of the product

Mumbai, April 19 2012: Kellogg’s is all set to introduce the new and improved Honey Loops. The popular breakfast cereal for kids with the delicious taste of honey is now made with wholegrain. Kellogg’s Honey Loops is a fun-shaped, crunchy, multi-grain, honey-flavoured breakfast cereal that is a source of fibre and has 11 essential vitamins and minerals.

The new and improved product with the goodness of wholegrain also offers multigrain advantage with oats, corn, barley and wheat. Mothers can now give their children a tasty and nourishing breakfast that will make their mornings happier. It is not just yummy to taste and crunchy to bite, but also a wholesome breakfast choice for children.

The national launch campaign is led by an energetic and fun television commercial that captures honey bees dancing to a catchy Bollywood tune, aiming to appeal to kids and their mothers alike. Commenting on the launch, Sangeeta Pendurkar, Managing Director, Kellogg India says, “Kellogg’s Honey Loops now made with Whole Grain is yet another step to encourage kids to starting the day with a tasty and nourishing breakfast. We believe that new Kellogg’s Honey Loops made with goodness of 4 grains will help ensure happier mornings as it will be loved by kids for its honeylicious taste and trusted by mothers for its whole grain and multigrain goodness. We are positive that this launch will receive a great response.”

Explaining the thought behind the new campaign, Nandita Chalam, Vice President & Executive Creative Director of JWT states, “The Kellogg’s Honey Loops TVC is a fun film directed at children. We have used a Bollywood track - Uff teri ada- and the action is also choreographed in the style of a Bollywood song with Honey Bee being the heroine and the others her back up dancers. The colours, music and food shots all combine to convey that this is a ‘honeylicious’ breakfast cereal made especially for kids by Honey Bee herself. The animation is world class as children today are exposed to great animation films from around the world.”

Adding to the insight, Samarth Shrivastava, Vice President & Client Services Director of JWT mentions, “We wanted to convey that Honey Loops, is a honey flavoured yummy breakfast for kids. So we used a popular Bollywood number to convey this message. Why Bollywood? Because research in India shows that Bollywood is very popular, especially Bollywood songs. Moreover we have used 3D animation where we see honeybees doing a choreographed song and dance while procuring Honey Loops for our protagonist. So animation with Bollywood will definitely be a magic combination for Honey Loops.”

Campaign details:

•Agency: JWT

• Vice President & Executive Creative Director: Nandita Chalam

• Vice President & Strategic Planning Director: Rajesh Mehta

• Vice President & Client Services Director: Samarth Shrivastava

• JWT Team that worked on the film (including servicing + creative): Karan Shrikent, Swati Bobde, Vineeta Sukhija

Production house: Classics, Director: Mintoo Singh

Kellogg’s Honey Loops is available in packs of 125 gm and 300 gm priced at Rs. 50 and Rs. 108 respectively. It also comes in the single serve 30 gm pack at the Rs. 10 price point.


 

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.

For further information, please contact:

Sanyukta Lal,
Sanyukta.lal@madisonpr.in