Kellogg’s is visiting 25,000 independent stores to give away PoS, sell cereal pots, bars and Pringles and advise  how to drive impulse sales.

The multi-million-pound investment is called KelloggVille and will see each of the targeted retailers twice over six months.

Following a pilot in Greater Manchester last year, Kellogg’s will be looking for a bigger space at the front of the store and will give retailers a free breakfast-on-the-go station and an eight-pot countertop unit for cereal pots and porridges.

Retailers will also get a six-can gravity feed counter unit, a 12-can magnetic display and a cardboard free-standing display unit for Pringles.

Store owners can initially buy products directly from the sales team, who will be on-hand to offer advice, but will get further stock from their existing supplier.

The products on sale through KelloggVille target the impulse snack and breakfast markets. Price-marked Nutri-Grain Apple and Special K Red Berry bars have also returned to the channel as part of the campaign.

 Stores will have faster access to single-serve products and will benefit from an independent exclusive ‘Pick Me Up’ on-pack promotion.

Running until November 30, the promotion sees Kellogg’s giving away up to £72,000 cash. Customers can win by purchasing on-the-go cereal pots or branded cereal snacks.