Kellogg’s is helping independent retailers capitalise on UK consumers’ habit of missing breakfast, with its on-the-go cereal pots. 

14.8 billion breakfasts are eaten outside the home

The company has made five of its leading cereal brands available in portable pots, which it said would fuel further category growth for the channel as a convenient cereal product was missing from the current breakfast on-the- go portfolio. 

Kellogg’s Special K, Corn Flakes, Krave, Crunchy Nut and Rice Krispies cereal-to-go pots are available now, RRP 99p. They come in cases of eight to reduce stock-holding for retailers and PoS is available to create in-store displays.  

Nick Dawson, UK customer director of specialty channels at Kellogg’s, said: “Porridge pots and sachets have been a huge hit as they give you back the gift of time and convenience, but we know people prefer cereal and we are innovating to meet these needs. 

“It presents a huge opportunity for retailers to be able to drive incremental sales in-store.”

It’s the second time Kellogg’s has introduced cereal pots, after launching a similar format in 2008, but Dawson said the pots were significantly bigger this time. 

They are the same price, offering consumers better value, and there is also a wider range of cereals available.