YoCrunch, Kellogg's Team Up on Cereal Topper for Yogurt

New line comes in "shake-and-eat" container

Published in CSP Daily News

NAUGATUCK, Conn. -- In a teamup that could end up on convenience store shelves, YoCrunch, now part of Danone and known for its "topper" yogurt offerings, is partnering with Kellogg Co. to introduce the YoCrunch Cereal Bowl.

The YoCrunch Cereal Bowl combines favorite Kellogg's cereals such as Frosted Flakes, Froot Loops and Special K in a new dome-shaped top with YoCrunch's yogurt. Consumers can combine the yogurt and cereal and shake to achieve a perfectly blended flavor combination.

"Nearly two-thirds of yogurt consumers are already adding toppings to their yogurt, with cereal and grains second in popularity only to fruit," said Elliot Shifrin, senior brand manager for YoCrunch, Naugatuck, Conn. "We are excited to partner with Kellogg's to bring its strong brands and great-tasting cereals into the YoCrunch family, and expect that our consumers will be delighted with the 'shake-and-eat' container that delivers delicious flavor, convenience and the nutritious dose of fun they have come to expect from YoCrunch."

"It is increasingly common for our consumers to enjoy their favorite Kellogg's cereal with yogurt," said Noel Geoffroy, senior vice president of marketing and innovation for Battle Creek, Mich.-based Kellogg Co.'s U.S. Morning Foods business. "Our collaboration on the YoCrunch Cereal Bowls is the perfect marriage between two breakfast favorites--in an easy, convenient package that makes it simple and fun for people to enjoy the protein and other nutrition benefits of yogurt and cereal for breakfast and snack occasions."

"We are especially proud of this new partnership with Kellogg's and this breakthrough offering for the yogurt aisle. By creating an all-in-one food, we can drive usage occasions for both yogurt and cereal," said Steve Platt, chief marketing officer for YoCrunch. "This powerful brand partnership and unique new design will drive further growth for our customers by expanding both categories."

The YoCrunch Cereal Bowl line includes five SKUs across both core and Greek yogurt varieties (4.7 oz.) and will be first introduced nationwide this spring.