Milling & Baking News - March 1, 2016 - 15

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that was launched in the market more
than a year ago.
"(It) continues to grow but is not
available today in enough of the right
formats in enough of the right places,"
Mr. Norman said. "The food is a snacking
accompaniment food that we think has
huge growth if we can unlock its full
potential across channels and across
occasions through packaging."
Pushing Pringles
The company is taking a similar
approach with Pringles, which has seen
growth in international markets since
Kellogg acquired it from Procter &
Gamble Co. in 2012.
"We've had great
success in the U.S., as
well; however, we can
do more in the U.S.,"
Mr.
Norman
said.
"First things first, again,
though. We're going to
invest more in brand
building this year behind
Pringles, make sure we've
got the core assortment right, make sure
we've got the shelf right everywhere we
play today with the big can, particularly in
the big red can."
But Kellogg is looking beyond the big
red can, too.
"We've been investing in capacity, as
you know, over the past three years, and
we're lucky enough to have coming on
board now capacity in smaller formats
in the U.S.," Mr. Norman said. "So we
have small can capacity, and we have
those small snack stack formats coming
on stream now, which opens up new
opportunities for growth for us. It opens
us up into new channels and opens up
into new occasions in terms of lunchbox
and on-the-go immediate consumption."

Business

Kellogg also will continue to launch
adjacent products under the Pringles
banner, like the Pringles Tortillas chips
line, which debuted in 2014.
"When you put these three things
together, there's a lot of upside for our brand
across channels and occasions and even in
the core format, in the core grocery aisle that
we already play in," Mr. Norman said.
Investing in Eggo
Kellogg is applying some of the same
strategies to spark growth in its Eggo
business, too.
"We're going to continue to invest
more and more in the core of the Eggo
business, the core syrupcarrying Eggo brand,
(and we) have some
great new ideas coming
through this year in
that area," Mr. Norman
said. "We're also going
to continue within
the breakfast arena to
source more from adjacencies.
And we've had good success with the
Eggo breakfast sandwich over the past
year or so and we think we can continue
to play beyond sweet into savory with
the Eggo business."
The company is set to expand its waffle
lineup with both indulgent and betterfor-you varieties.
"We will do and we have done some
nutrition/health-oriented
angles
to
Eggo," Mr. Norman said. "We have
gluten-free in the market, but our focus
going forward is going to be very much
more around better taste and some health
reassurance. So we have Oats & Berries
coming in May this year, which is great
food, all-natural ingredients, real berries,
and we feel good that that's going to be a
big step up for the brand." MBN

Kellogg exceeds goals for
'Breakfast for Better Days'
BATTLE CREEK, MICH. - Less than
three years ago, The Kellogg Co. launched
"Breakfasts for Better Days," an initiative developed with a goal of providing
1 billion servings of cereal and snacks to
children and families in need around the
world by the end of 2016. On Feb. 4, Kris
Charles, vice-president of communications, philanthropy and sustainability at
Kellogg, announced the company has exceeded its goal.
"We've provided more than 1.4 billion
servings of cereal and snacks to those who
need it most since the launch of Breakfasts
for Better Days," Ms. Charles said.
bakingbusiness.com / world-grain.com

She said the number of servings Kellogg
has donated equals 62.5 million lbs, or approximately 1,800 semi-trucks full of food.
"Yet Breakfasts for Better Days isn't just
an abstract number - providing more
than a billion servings of food," she explained. "It's about addressing hunger, one
child at a time. One person at a time. One
meal at a time. The sad fact remains that
today, one in nine people are going hungry
around the world. Our work has only just
begun. There's so much more work to do.
So many people to help. And we're up for
the challenge and will continue to play a
role in the months and years ahead." MBN

ingredients
custom blends
innovation
national distribution

B.C. Williams Bakery Service
BCW Food Products
1-800-527-4104

bcwilliams.com

Milling & Baking News XMarch 1, 2016 / 15
http://www.bcwilliams.com http://www.bakingbusiness.com http://www.world-grain.com
Milling & Baking News - March 1, 2016

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