By The Nation
The aim is to encourage health-conscious Thais to begin their day with five nutritious grains – corn, oats, rice, wheat and barley – in one cup. Convenient and easy to carry around, Kellogg’s Mueslix Cup sold for Bt28 at all 7-Elevens in two flavours: Harvest Fruit & Nut and Fruity Sunshine.
Ready-to-eat cereals are gaining popularity as more Thais are becoming health conscious, contributing a boom in the cereal market. Last year revenue in this sector hit Bt2.1 billion, 37 per cent of which was accounted for by children and 63 per cent by adults. The adult segment witnessed the fastest growth given the variety of products now available as well as changing consumer behavior.
Avnish Bajaj, country manager for Kellogg’s Thailand, said: “Kellogg’s Mueslix Cup meets the needs of consumers who care about their health and well-being, but who are also looking for something that provides convenience given that so many Thais are on the go. We chose Bella to share useful tips on living well and to invite everyone to treat themselves to a good breakfast. We are kicking things off at our launch event today at Siam Square One with our team giving away free samples.
“We are preparing a full marketing plan, both online and offline, including a television commercial featuring Bella which is already live. We hope Kellogg’s Mueslix Cup will get an overwhelming response.”