Targeting Youth

The move is on to narrow the target of cereals. This is evident in Special K to women concerned about weight management, and new Wheaties FUEL for men. Of course, children have been targeted for decades. Kellogg UK is now taking a stab at the youth market, 16-25 with a new cereal called Krave (not to be confused with a Kellogg "Krave" product previously in the U.S.). Their strategy is not just with the chocolate hazelnut taste, but will be marketed with an extensive social media campaign.

That age group is a difficult one to tap into. It will be interesting to see how Kellogg fares in the U.K. and whether a similar niche is attempted elsewhere.

(Source: netimperative)

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