Kellogg's has revealed plans for a complete overhaul and relaunch of its 90 year-old All Bran brand. All Bran will be marketed as an everyday digestive health ally for women aged 35 plus, and will expand its portfolio to address the taste needs of this audience.
In addition to the launch of a new high fibre cluster cereal, All Bran Golden Crunch, Kellogg’s Bran Flakes and Sultana Bran will move under the All Bran banner alongside the original product.
The range will be supported by a £5m multimedia campaign under a new marketing strapline of 'Feel All Bran New' to give it a new feminine positioning as a breakfast solution to everyday digestive discomfort.
The relaunch focuses on the benefits of wheat bran fibre which is one of the few fibres currently approved by EFSA for digestive health claims.
All Bran Golden Crunch, a crunchy multi-grain cereal, is being positioned as a 'taste' product in the portfolio. Kellogg’s believes this new high fibre cereal offering will also help bring thousands of women into the brand and is investing an unprecedented £2m in an extensive door drop campaign across the UK.
Gill Riley, Kellogg’s UK marketing controller, adult brands, said: “In the past All Bran has been known as an acute digestive remedy for older people and with this relaunch we hope to change consumer perceptions and make it easier for women to incorporate wheat bran fibre into their diets."
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