Page 26 - Granola Book Draft VS 21
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2. A Framework for Granola Growth:
2.1 Framework for Granola Growth
KEY TAKE-OUT
Most Granola in EM is Branding Kellogg
under the Kellogg
Masterbrand & the
Sustained Energy pillar Segment
For EM markets where Food
the granola concept is
new, “Bridge Food” A
performs the best in • Entry Level Flake & Cluster food
consumer conversion • Meets Granola Food Values
• Best in Class:
Most effective pack • Korea Flake & Cluster Granola
architecture has three
pack sizes, single serve,
multi serve (4-6)and
family packs Pack/Price I • Entry Level single serve portions
• Grab bag
Most effective range for • Single Serve Sachet
shelf impact is three • On the Go Cups
variants of which fruit is • Targets Convenience, FAFH
the biggest seller
Markets that have
launched granola
bars/biscuits have driven
segment and channel Granola • Range of Wholesome Snacks Granola Style foods
expansion • Low single unit price points allowing channel expansion into HFS & convenience
Snacks • No need for milk
