Dive Brief:
- Kellogg's is making a move for the East African market, starting with Kenya.
- The company is pursuing Kenya in particular due to the region's "demand for ready-to-eat cereals [which] has been on a relative increase with the country’s newly attained middle-income economy status," according to Ventures-Africa.
- Kellogg's believes that Kenya can act as a central avenue to aid its eventual expansion to other parts of East Africa.
Dive Insight:
Amati Banati, Kellogg’s president in charge of Asia Pacific, said, “The real opportunity is in the growing wealth in Africa, especially the middle class and the changing lifestyles that make our products attractive.” Rumors claim that the company is currently going through regulatory approvals before making any official announcement.