Kellogg’s is bringing its Joyböl brand to the UK this month, at it targets urban millennials with what it describes as “the UK’s first packaged smoothie bowl”.
Joyböl is an all-in-one fruit smoothie containing a mix of grains, nuts, seeds and fruit in a vibrant on-the-go pot. To consume, cold water or milk is stirred into the pot.
The shelf-stable products are available in three flavours: super berries and acai, strawberry almond quinoa, and mango and coconut.
Recognising the value in targeting millennials – which Kellogg’s said represent 14% of the UK population – the Joyböl brand has been developed by a small group of food developers.
They worked for 18 months, carrying out multiple consumer trials and using real-world insights to determine a new type of breakfast option fitting with on-the-go lifestyles.
Three flavours are available: super berries and acai, strawberry almond quinoa, and mango and coconut.
A spokesperson for Joyböl said: “Search #SmoothieBowl on Instagram and you’ll see at least 1.5 million posts appear from people sharing their food experiences.
“Joyböl is launching into an environment where our target audience of urban millennials is set to be worth 75% of all packaged food growth by 2025.
“This, combined with the ‘deskfasting’ habit already representing 12% of breakfast occasions, sets Joyböl up to take advantage of both the trend and the long-term behaviour of busy, on-the-go consumers.”
Initially targeting the convenience and travel sector, the brand launches across city centre convenience stores this month, with gradual distribution into UK supermarkets later this year.
© FoodBev Media Ltd 2020
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