Kellogg's Australia: Unstoppable
Although one of Australia's most iconic brands, Nutri-grain was facing multiple relevance problems that had led to a ten year decline:
- Brand irrelevance
- Product irrelevance
- Category irrelevance
- Price irrelevance
Nutri-grain had failed to keep up with today's teens. (And Mum no longer believed it would "turn her son into an iron man"). Sales continued to slide, decreasing -6.4% in the previous 12 months1.
Teens were choosing more convenient breakfast options. One in four Aussie households buys liquid breakfast2.
Many teens had gone off breakfast altogether. In 2014 30-40% of teens skipped breakfast3.
Mums were unprepared to pay the price premium and were buying 'on special'.