Kellogg's Aim To Double Growth-Rate In France

Kellogg's France wishes to double its annual growth so as to pass the 5% mark.  During the next five years the company intends to be the largest producer of breakfast products in France, and has predicted a growth between 5% and 6%; as it stands, their rate of growth is in the region of 2%-3%.    Kellogg's is already the lead cereal-producer in France — they command 19% of the breakfast market.    François Rouilly, the CEO of Kellogg's France, said "Breakfast cereals still have great potential for growth: the English consume four times as much breakfast cereal as the French. Only 25% of adults eat breakfast cereal in France, so we wish to target them in particular. Children, traditionally, have always been targeted more in breakfast-cereal marketing."   Spécial K Crunchy Muesli is available now in two flavours, and have been greatly reduced in fat.    It is planned that the theme for graphics on cereal boxes will soon be those of the upcoming World Cup. This will happen in conjunction with Candia, one of the most prominent milk-producers in France.    Kellogg's products are manufactured in 18 countries and marketed in over 180 countries. The company's brands include Froot Loops, Corn Flakes, Frosted Flakes, Rice Krispies, Special K, Cocoa Krispies, Keebler, Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms.   © 2014 - European Supermarket Magazine by Enda Dowling To sign up to ESM’s weekly e-zine newsletter, send an email with the subject: ‘Subscribe ESM news’ to [email protected]