Kellogg's Launches Krave Treat Bars

"Affordable indulgences" developed for convenience store channel

Published in CSP Daily News

ELMHURST, Ill. -- Kellogg's Krave cereal has inspired a new snack for the treat bar segment that provides convenience store shoppers with a crunchy and sweet on-the-go fix.

Developed for c-stores, Kellogg's Krave Treat Bars feature ingredients from Kellogg's Krave cereals in two flavors:

  • S'mores: Made with Kellogg's Krave Cereal pieces mixed with marshmallow creme and drizzled with chocolate.
  • Brownie: Made with Kellogg's Krave Cereal pieces mixed with chocolate creme, drizzled with chocolate and topped with chocolate chips.

In a little over a year, Kellogg's Krave Cereal has become a top seller, the company said, generating $100 million in sales, according to Nielsen data, receiving "exceptional" consumer trial at 10% versus the 3.3% sustainable benchmark and high repeat purchase levels.

According to Kimberly Mendel, customer marketing manager for Kellogg's Convenience Team, many consumers are eating Kellogg's Krave Cereal as a snack and prefer it over existing brands in the treat bar segment.

The treat bar category is forecasted to grow 13% between 2012 and 20173.

"This category weathered the recession, a sign that treat bars are an affordable indulgence," said Mendel, who added that she expects these new products "to invigorate the treat bars segment."

Kellogg's Krave Treat Bars are packed eight bars in a display carton and eight display cartons in a case.

With 2012 sales of $14.2 billion, Kellogg is the world's leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company. Its brands include Kellogg's, Keebler, Special K, Pringles, Frosted Flakes, Pop-Tarts, Corn Flakes, Rice Krispies, Kashi, Cheez-It, Eggo, Coco Pops, Mini-Wheats and more.