Magazine article Marketing

Marketing Moment Kellogg's Coco Pops

Magazine article Marketing

Marketing Moment Kellogg's Coco Pops

Article excerpt

- What's happened?

Kellogg says that by the middle of next year, it intends to have cut the level of sugar in all existing Coco Pops products by 15%. It also plans to fortify them with vitamin D, which many children's diets lack Kellogg will also introduce a healthier and cheaper cereal to the range called Coco Pops Choc 'N' Roll (pictured). This product, which is high in fibre and wholegrain, but contains less sugar and salt, is due out later this month. The company is backing the launch with a pounds 3m marketing push.

- So will Coco Pops ads be allowed back on kids' TV?

Not any time soon. Even after the change in formulation, Coco Pops products will still not be healthy enough to fit the Food Standards Agency's nutrient profile, which is used to decide which brands can be advertised to children. Although Coco Pops Choc 'N' Roll could legally be advertised during kids' shows, Kellogg's ad strategy will be aimed at mothers. …

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