Kellogg's cereal is to appear in supermarket chiller cabinets for the first time following a tie-up with Muller to produce yoghurt and cereal 'corners'.
In the first cross-promotional partnership for either brand, Muller Corners with Kellogg's cereals will appear in shops from this week.
The Muller Corner with Kellogg's Crunchy Nut Corn Flakes is aimed at adults, while Muller Corner with Frosties or Coco Pops are targeted at children.The product will be advertised on 17 million Kellogg's cereal packets and in a national poster campaign through Muller's retained agency, Publicis, as well as trade press advertising and in-store offers.
The two companies, both UK market leaders in their sectors, decided to launch the snack after new research by Muller showed 35% of UK consumers eat 'on the go' at least sometimes.
Nearly half sometimes eat breakfast at work and a further 17% eat in the car, train or bus.
Kellogg marketing director Guy Longworth said: 'This is the first time Kellogg has appeared in the chiller cabinet so it's a new direction for the UK's number one cereal brand.'
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