sUSA- Cereal and snacking giants WK Kellogg and Crumbl have partnered for the dessert-like breakfast option, Kellogg’s Crumbl Chocolate Chip Cereal in a move meant to appeal to a wider cereal customer base.
The cereal is a collaboration between Crumbl’s R&D team together with WK Kellogg’s food designers to ensure the product stays true to both brands.
Crumble has lauded the move, describing it as an opportunity to leverage the strength of both brands and satisfy the needs of customers and appeal to a wider market.
Sawyer Hemsely, Crumbl’s founder said, “This partnership between Crumbl and Kellogg’s represents a fusion of two brands known for their dedication to delivering exceptional food experiences. Whether enjoyed for breakfast, as a snack, or as an indulgent treat, Kellogg’s Crumbl Chocolately Chip Cereal aims to delight consumers with its irresistible flavor profile.”
WK Kellogg also lauded the move, commending Crumbl’s brand image and the value it brings to the strategic partnership.
Laura Newman, WK Kellogg’s VP of Branding said, “We’re proud to partner with Crumbl. Crumbl’s unique food, distinct packaging and passionate fan base makes this innovation a great add to our portfolio of iconic cereals.”
The collaborative brand extension is part of WK Kellogg’s new marketing efforts that are meant to improve product offerings. The company views working with well-known brands as an important way of creating innovative products that resonate with audiences.
This new strategy was announced in March after WK Kellogg split its cereals and snacks business wing. WK Kellogg viewed the split as an opportunity for growth, hence the marketing strategy.
Gary Pilnick, WK Kellogg’s CEO said, “I see there being real opportunities and synergies with certain types of businesses that would fit very nicely with a cereal business. There’s a lot of different areas that we can go to, to enhance the category and enhance our business.”
The CEO revealed that the company is looking to work with valuable players in the cereals industry to rejuvenate it at a time when customers are increasingly conscious of pricing.
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