KELLOGG CANADA INTRODUCES FLAKE-MEAL REPLACEMENT

WILLIAM SMYTH

ETOBICOKE, Ontario -- Kellogg Canada here is introducing its first flake-meal replacement product aimed at health-conscious Canadians.

Kellogg is expanding into Canada's sports nutrition market with Vector, a meal replacement in a flaked cereal format that combines whole wheat, rice flakes and granola oats with soy protein clusters. Brand new on store shelves this month, the suggested retail price is $3.99.

"This product was developed for the 66% of moderately to physically active Canadians who are looking for new and convenient ways to get the energy and nutrients they need for their active lifestyles," said Philip Donne, president of Kellogg Canada.

Vector has been in development for five years, in partnership with the W. K. Kellogg Institute for Food and Nutrition Research, Battle Creek, Mich.

According to a Kellogg Canada press release, if eaten with skim milk, Vector provides 16 vitamins and minerals, including B-vitamins.

Shawn Wilson, a category merchandiser at Zehrs Markets, Cambridge, Ontario, told SN that the product has been listed for shipment to his stores.

"I think it will do well in our stores. It's a unique launch and they'll be some excitement for something new in the category," said Wilson. "It's the first of its kind for a meal replacement cereal." Zehrs Markets is a division of Loblaw, Toronto, Ontario.

Vector will be supported with a $4 million marketing effort starting in June. Sampling will take place in supermarkets, as well as at select health clubs, sports retailers and sporting events throughout the coming months.