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Kellogg’s have announced that they have partnered with market specialists Brands in Distribution

Kellogg’s have announced that they have partnered with market specialists Brands in Distribution

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Kellogg’s have announced that they have partnered with market specialists, Brands in Distribution, to support their growth ambitions in the UK Vending Market.

We caught up with Jem Collins, MD at Brands in Distribution for the latest.

 

‘I’m absolutely delighted to be supporting Alex and the team at one of the nation’s best-loved brands. We know that in the UK snack market health is one of the shopper’s greatest concerns. Traditional chocolate and sugar confectionery are in decline whilst “Better For You” snacks continue to grow as shoppers seek alternatives to traditional confectionery.

In the vending market vending operators are reacting to meet the needs of a more health-conscious consumer this alongside the CQUIN and GBS guidelines, is shaping needs across the NHS and all other Government estates. Upon speaking to operators, it feels their challenge is finding compliant products that deliver on both rates of sale and margin. Although Kellogg’s have the largest share in unit sales of single bar snacks within the symbols and independent convenience channel (52 w/e 11 Aug 18, IRI) with their Better For You range, there is clearly headroom for growth in the vending channel. I’ve found this somewhat surprising, especially given that consumers take confidence in buying known brands, particularly in vending where there is glass between the consumer and the product. At the same time, however, it is an exciting opportunity for all of us. Kellogg’s Better For You range meets all need states and occasions and the Coco Pops and Rice Krispies Cereal and Milk Bars contain less than 100 calories per bar making them an ideal alternative. Their entire cereal bar brand range including Rice Krispies Squares, Special K, Special K Protein, Nutri-Grain, Cereal and Milk Bars and Nuts and More bars meet the needs of shoppers looking for on the go alternatives to chocolate bars and confectionery.”

Alex Tye, National Accounts Executive at Kellogg’s added ‘It’s great to be working with Jem, we are looking forward to developing our presence in the market by presenting our range further with increased promotional activity in the coming weeks and months. It is hoped this will drive our distribution within the vending channel, one of which is a great focus for us due to the various need states our ranges fulfil. We are looking forward to working closely with operators to gain a greater understanding of requirements and look to capitalise on joint opportunities. Jem has a great understanding of this channel and so we were keen to partner up to develop our existing position, and provide compliant and nourishing products for consumers on the go.”

 

Jem Collins: Brands in Distribution  (1) Alex Tye: Kellogg (2)

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