Skip navigation
Kellogg Co.: 2013 Supplier Leadership Award Winner for Product Innovation

Kellogg Co.: 2013 Supplier Leadership Award Winner for Product Innovation


Kellogg introduces Special K Nourish hot cereals and bars.

Kellogg takes breakfast from the table with Kellogg’s To Go Breakfast shakes.

Special K Coffee House Breakfast shakes debut.


More than 31 million Americans skipped breakfast this morning. Cereal giant Kellogg Co. is helping change that — one new product innovation at a time.

“Cereal is the No. 1 food chosen by Americans for breakfast. We know, however, that consumers are looking for a variety of breakfast choices to fit their lifestyles and routines and have expanded our offerings to meet those demands,” said Noel Geoffroy, vice president of marketing for Kellogg Morning Foods.

A host of new options provides the portability and sustenance Americans need to face the busiest of days.

Take, for instance, Special K Nourish hot cereals introduced this summer with a whole grain blend of quinoa, oats, barley and wheat.

The just-add-water hot cereals come in Maple Brown Sugar Crunch, Cranberry Almond and Cinnamon Raisin Pecan flavors, and are complemented by nut and fruit mix-ins packaged in a see-through removable cap.

Join the conversation on Twitter

Use the hashtag #SupplierLeadershipAward to tell us what you think and to follow the conversation.

Follow @SN_News on Twitter.

Another Special K Nourish product — Special K Nourish bars — debuted in Dark Chocolate Nut Delight, Cranberry Almond and Lemon Twist flavors.

Special K Nourish products were formulated to provide Americans with the nutrition they seek to start their day.

When considering a nutritious breakfast, 54% of consumers think fiber is important and 49% think the same of protein, according to Compass Eating Database figures cited by Geoffroy. Special K Nourish products are rich in both nutrients.

“Both provide 5 grams of fiber and 7-8 grams of protein while also providing 12-13 essential vitamins and minerals,” Geoffroy said.

Kellogg’s To Go breakfast shakes are likewise meeting consumers’ need for portability and convenience. Flavors like Milk Chocolate, Vanilla and Strawberry come in two forms: an easy-to-mix powder and ready-to-drink single-serve bottle.

“Kellogg’s to Go Breakfast shakes take everything Kellogg’s knows about breakfast and makes it available in a bottle,” Geoffroy said.

Indeed, among the insights that influenced the product’s development were the findings that 57% of consumers say their ideal breakfast is something they can eat without utensils and 48% say it’s something they can eat with one hand.

“We think the product will appeal to a broad range of consumers since we know about 31 million Americans skip breakfast, particularly busy moms and teens who lack time in the mornings,” said Geoffroy. “Kellogg’s To Go is easy to throw in a backpack or purse on the way out the door to work or school.”

Sign up here for SN’s free daily e-newsletter

The breakfast shakes deliver 10 grams of protein and 5 grams of fiber. When served with one cup of skim milk, the shake mixes provide 13 grams of protein and 5 grams of fiber per serving. The shakes are also an excellent source of 17 to 21 vitamins and minerals including vitamin C, vitamin E and calcium.

Rounding out Kellogg’s new lineup is a Special K Coffee House Breakfast shake with fewer than 200 calories per serving. Each shake provides 10 grams of protein, 5 grams of fiber and nearly one-third of the daily value of key vitamins and minerals women don’t get enough of, according to Kellogg.

Read more about SN's Supplier Leadership Award winners

The products come at a time when Americans are particularly mindful of the health decisions they make early in the day.

“As consumers progress throughout the day their choices tend to become less healthy, but the breakfast occasion and pre-breakfast snacking is much more carefully thought out,” said Melissa Abbott, senior director of Culinary Insights for The Hartman Group.

Kellogg is hopeful its products will improve Americans’ eating habits.

“A recent study revealed that 28% of consumers are skipping breakfast each morning due to a lack of nutritious go-to options,” said Geoffroy. “That’s why Kellogg’s continues to create convenient, portable breakfast options.”

Suggested Categories More from Supermarketnews


Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.