Dive Brief:
- Kellogg's will begin selling four of its cereals in single-serving pouches as the company tries to expand cereal's appeal beyond breakfast.
- Apple Jacks, Corn Pops, Fruit Loops, and Krave are all getting the snack-size treatment and will be sold in packages of eight pocket-sized pouches, according to a report by USA Today.
- The move comes as Kellogg's and its rivals face a continuing slump in cereal sales.
Dive Insight:
Kellogg's sort of hinted at this strategy just weeks ago when it began distributing limited edition packages of cereal -- complete with dark colors and an image of a crescent moon -- that suggested cereal made a great late-night snack.
It's far too early to tell how well the snack pouches will sell, but the strategy would seem to make sense. Certainly it can't do worse than the traditional approach.