Kellogg’s has unveiled details of two on-pack promotions to drive breakfast sales this summer, ahead of the back-to-school period. This includes Kellogg's magic spoons.

In a promotion unavailable to the multiples, Kellogg’s is giving away three collectible breakfast pots to shoppers who buy two packs of cereal in August.

Nick Dawson, Kellogg’s sales director for speciality channels, said: “The company’s most recent instant promotions delivered better sales results in the convenience channel than a two-for-£3 offer.”

In September, Kellogg’s is giving away ‘magic spoons’ in boxes of Coco Pops, Frosties and Rice Krispies £2.19, price-marked packs. The spoons change colour in different temperatures.

The promotion will be backed by TV advertising and PoS.

“One of our most consistent consumer requests is for more toys and inserts that you find when you open up your box of cereal. This promotion is a great value proposition for the amount of fun and interest we hope it’ll generate,” Dawson added. Visit our month of summer feature for more advice, tips and products to boost your sales this summer!