This summer, healthy snack expert Kallo will begin a rapid launch schedule to introduce several innovative new ranges to their existing offering of plain and topped rice and corn cakes. The roll out will include a series of firsts for the category, incorporating the launch of super seed cakes, premium topped chocolate rice cakes, a breakfast convenience product and a range developed specifically for young children.
The activity is part of the brand’s drive to raise its profile, extending Kallo’s current 33% ownership of the rice cake category with the goal of becoming the number one consumer choice as an alternative to bread, biscuits and crisps.
Kallo’s first NPD release taps into the trend for gluten free products and super seeds and grains with the launch of Buckwheat super-seeds low fat multigrain cakes and Quinoa & seeds multigrain cakes. The Quinoa & seeds multigrain cakes are topped with pumpkin, sunflower and sesame seeds, the first product of this kind available on the market. Both are now available in Sainsbury’s stores nationwide, extending to other major retailers throughout 2014.
The launch of Fruity Muesli & Yoghurt thins will see the brand extend their snack offerings by targeting the breakfast convenience market, offering a product for a healthier quick breakfast or anytime snack on the go. Unlike competitor products the Fruity Muesli & Yoghurt thins are free from artificial ingredients and only contain natural ingredients such as wholegrain brown rice, oats and sunflower seeds. They are available in Sainsbury’s stores.
Kallo are also launching a new range of premium and luxury topped chocolate rice thins in Waitrose and Sainsbury’s stores from June 2014, a first to market for a topped chocolate product. This will complement Kallo’s already successful Belgian milk and dark chocolate coated rice thins products. Chocolate topped rice cakes represent a strong area of category growth, and appeals to the key target audience looking for a wheat free indulgent treat. The range will include a caramel topped product as well as a dark chocolate and orange rice cake thin with all natural ingredients, including real orange pulp.
The launch of Kallo Kids identifies a gap in the market for parents of primary school aged children looking for a healthy lunch box or after school snack. The range will include milk chocolate coated rice cake thins and strawberry yoghurt coated rice cake thins, in five accessible portion packs containing two rice cakes, with eye catching animal themed designs. The Kallo Kids range launched in Sainsbury’s stores in June 2014.
Marketing Director Gill Hesketh says ‘2014 is an exciting year for Kallo, with so many innovative NPD launches across the light meal and snacking categories. Kallo’s focus is to become the number one rice cake brand through offering wide and varied eating occasions for our customers and we are confident that our innovative launches will achieve this. We are particularly excited about the launch of Kallo Kids, as this is represents a unique position for Kallo in the marketplace as, to date, no rice cake products are aimed specifically at this age group of children.’