Innovations to Account for 15% of Kellogg Sales

JULIE GALLAGHER

BATTLE CREEK, Mich. — Meatless proteins, portable waffle bars and low-calorie cracker crisps are some of the new products that Kellogg expects will contribute to 15% of global sales in 2012.

“We generally strive for about 15% of net sales to come from innovation,” Brad Davidson, president of Kellogg’s North American business unit, told SN.

The grocery supplier is rolling out nearly two-dozen new products in the first quarter including Kellogg’s Raisin Bran Cinnamon Almond cereal, and multigrain and chocolate Krave, which has been popular in European markets. “Sometimes we see teens move away from breakfast, but this is really bringing them back,” Davidson said.

Kellogg is also leveraging steaming innovations with Kashi Steam meals; promoting adoption of “Meatless Mondays” with Morningstar Farms Meal Starter veggie meatballs and presenting Special K as a brand for different day parts with new varieties of low-calorie Cracker Chips.