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Saturday, September 12, 2009

Kellogg Adds Honey to Target Hispanics

June 18, 2009
- Lindsay Gordon

The Kellogg Co. is adding a little honey to Corn Flakes to cement its popularity among Hispanic consumers as well as the over-55 crowd.
 
Corn Flakes with a Touch of Honey, which has adds 100 percent natural honey to the 100-year old cereal, is hitting shelves this month.
 
The new cereal taps into the growing market for honey-sweetened products, which grew by 7.5 percent last year, according to Mintel Report "Sugar and Sweeteners 2008."

The launch will be supported by an ad campaign created by Kellogg's lead agency Leo Burnett.

The new line extension targets loyal consumers of the original Kellogg's Corn Flakes cereal, particularly the 55-plus demographic. The Hispanic population has also proven to be a strong following. "Kellogg's Corn Flakes has been a part of the Latino breakfast experience for years," said Susanne Norwitz, director of brand PR at Kellogg. "This new flavor addition simply provides another great option for those who love the wholesome goodness of Corn Flakes."

While the packaging of the new flavor evokes the familiar original Corn Flakes brand, the line "With a Touch of Honey" is printed in both English and Spanish.

Kellogg hasn't put any significant marketing dollars behind the brand since 2004 when it spent $25 million on media behind Kellogg's Corn Flakes, per The Nielsen Company.