Kellogg’s is launching new products amid a number of changes in an attempt to boost the dwindling sales of its breakfast cereals. The UK public is buying 12.4 million fewer 500g boxes of its brands annually, as they are drawn towards European alternatives.
Traditional cereals like Corn Flakes, which have been a breakfast staple for more than a century, are being replaced by French croissants, flavoured porridge pots, yoghurt and Bircher Muesli. Fast food chains such as McDonald’s, Greggs and coffee shop chains are also impacting cereal sales with their breakfast wraps and baguettes.
Additionally, the popularity of high-protein and low-carb diets has negatively affected cereals made from corn, wheat and barley. Now the firm says it will launch new products, create jobs and invest more in a campaign to fightback against its rivals.
Kellogg’s Corn Flakes were originally invented as a remedy for indigestion by Will Kellogg in 1894 for patients at the Battle Creek Sanitarium in Michigan, USA, where he worked alongside his brother John. Interestingly, Bircher Muesli, composed of oats, fruit and nuts, was developed around the same time by Swiss physician Maximilian Bircher-Brenner for his patients as a healthy raw food start to the day. Kellogg’s is investing £12 million in a marketing initiative, including a makeover for its mascot Cornelius the cockerel, in a bid to rejuvenate its cereal sales.
Figures from The Grocer reveal that the top 10 Kellogg’s cereal brands experienced a dip in sales, selling 6.2 million fewer kilos – amounting to around 12.4 million 500g boxes less – in the 52 weeks leading up to September 2024. Only two of Kellogg’s marquee cereals, Coco Pops and Frosties, witnessed an uptick in value, increasing by 4.8 percent and 6.8 percent respectively, but this was entirely due to higher prices, not higher sales volume, reports Lancs Live.
Reflecting on Tesco customer reviews, it seems some Brits are less enchanted with Kellogg’s Corn Flakes, citing both changes in taste — potentially due to reduced salt for health reasons — and downsized packaging. One long-time consumer lamented: “I have eaten Kellogg’s Corn Flakes for almost 40 years and they are not the same taste or quality consistency… bland and undercooked.”
Another stated: “I tried to eat it as cereal in the morning but the flakes were too hard and seemed to be very overcooked.” Despite the criticism, there are those who maintain Kellogg’s original Corn Flakes remain unmatched by lower-cost supermarket alternatives.
Andy Williams, UK and Ireland revenue and channel director at Kellogg’s, speaking with The Grocer, stressed that cereal still holds the crown as the preferred breakfast. It is purchased by close to 27 million homes across the UK.
“As leaders of the category, we understand the responsibility to drive demand, making it a dynamic and exciting category for retailers and to build a deep understanding of the breakfast occasion and consumers,” stated Mr Williams. He adds that the new ‘See you in the morning’ marketing campaign is “just one part of this”.
Mr Williams said: “We are confident we will drive growth across numerous areas, including new products, partnerships, in-store activation, out of store and communications.” The campaign introduces a revamped Cornelius the rooster confidently parading through urban backdrops accompanied by the tunes of Jurassic 5’s 1998 hip-hop anthem ‘Jayou’.
Throughout the ad, various individuals engage in their morning activities, showcasing Kellogg’s cereals and snack bars as a breakfast option. Signifying “Kellogg’s dedication to future innovation and investment in cereal”, the re-invented Cornelius aims to mark a fresh chapter for the brand.
Framestore, renowned for its work on Paddington and the Harry Potter series, developed the new-look Cornelius. The new push represents Kellogg’s most substantial investment into British cereal production in three decades, creating 130 jobs and enabling the generation of 1.5 million boxes of cereal daily within the UK.
Chris Silcock, the Managing Director of Kellogg’s UK and Ireland, stated: “The revamp follows a £75m investment in a “state-of-the-art transformation” of Kellogg’s Wrexham cereal factory, announced in October. Our cereals have been a breakfast staple for 117 years and we’re committed to supporting cereal to continue to perform and grow.”
He added: “We have more new and exciting innovations to come in 2025, where we’ll maximise key seasonal moments and drive incremental growth opportunities within the category. As pioneers of cereal, it’s our responsibility to elevate its status and remind consumers of the value of breakfast at every table.”