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Kellogg’s launching joyböl brand ‘smoothie bowl’

Kellogg’s is launching its joyböl brand ‘smoothie bowl’ into the UK this month.

Kellogg’s is launching its joyböl brand ‘smoothie bowl’ into the UK this month. 

Containing a mix of grains, nuts, seeds and fruit in a single on-the-go pot, consumers just add milk or water to prepare it. The launch aims to capitalise on several key trends. These include on-the-go food and healthy eating, but also the rise of eating breakfasts at work, where 12% of morning meals are consumed.

In particular, Kellogg’s is targeting the millennial market, which makes up 14% of the population.

The company said that its target audience of urban millennials is set to be worth 75% of all packaged food growth by 2025.

The pots come in three flavours: Super Berries & Acai, Strawberry Almond Quinoa Crunch and Mango Coconut Chia.

Read similar: Sales of oat-based cereals grow as focus on wellbeing increases

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