Kellogg’s have announced that they have partnered with market specialists, Brands in Distribution to support their growth ambitions in the UK Vending Market.
Jem talked to us recently following our last article on BID, here.
‘I’m absolutely delighted to be supporting Alex and the team at one of the nation’s best loved brands. We know in the UK snacking market that health is one of shoppers’ greatest concerns. Traditional chocolate and sugar confectionery is under pressure whilst Better For You snacks continue to grow as consumers are seeking alternatives.
In the vending market operators are as a result reacting to meet the needs of the more health conscious consumer alongside the CQUIN and GBS guidelines that are shaping ranges across NHS and all other Government estates. Speaking to operators, they say that their challenge is finding compliant products that deliver an equivalent rate of sale and margin. Kellogg’s have the largest share in unit sales of single bar snacking within the symbols and independent convenience channel (52 w/e 11 Aug 18, IRI), with their Better For You range, however there is clearly room for growth in the vending channel. This is somewhat surprising, especially given that consumers take confidence in buying brands, particularly in Vending where there is glass between the consumer and the product. At the same time, it’s an exciting opportunity for us, Kellogg’s Better For You range meets all need states and occasions and the Coco Pops and Rice Krispies Cereal and Milk Bars contain less than 100 calories per bar. Our cereal bar brands include Rice Krispies Squares, Special K, Special K Protein, Nutri-Grain, Cereal and Milk Bars and Nuts and More bars. All of which meet the needs of shoppers looking for on the go alternatives to chocolate bars and confectionery.’
Alex Tye, National Accounts Executive at Kellogg’s added ‘It’s great to be working with Jem, we are looking forward to developing our presence in the market by presenting our range further with supporting promotional activity in the coming weeks and months to better drive our distribution within the Vending channel, one of which is a great focus for us due to the various need states our range fulfils in this evolving channel. We are looking forward to working closely with operators to gain greater understanding of requirements and look to capitalise on joint opportunities. Jem has a great understanding of this channel and so we were keen to partner up to develop our existing position, providing compliant and nourishing products for consumers on the go.’
