By Njeri Irungu
Renowned breakfast cereal manufacturer Weetabix East Africa is gunning for the millennial market in Kenya with an expansion in its local plant, brand and distribution. Here in Kenya at least four out of ten homesteads consume the cereal but Weetabix is now on its way to doubling that by the introducing the ‘Kadogo Pack’ which will retail at thirty Kenya Shillings.
According to Dominic Kimani, Weetabix EA CEO, millennials matter, with research showing that there is an immense opportunity among younger people who are also changing breakfast cereal consumption habits. Adding that,“For young people, high nutrient density of breakfast cereals, especially those that are whole grain or high in cereal fiber are an important source of key nutrients. Millennials consider cereals a meal that can be eaten at any time, expanding it into a snack outside breakfast,” .
Furthermore, millennials want the ability to customize their food, creating an environment for countless innovative new ways to eat cereal and spawning a wide range of innovative products.
To respond nimbly, Weetabix EA has renewed focus on the “kadogo” 37g pack version of its flagship Weetabix breakfast cereal brand which will be more affordable and accessible to all markets and an addition of two cornflakes variants named Fruity Fiesta and Fruit Frenzy to its portfolio.
The ‘Fyatuka na Weetabix’ campaign will run for three months across the country and will see customers winning airtime, shopping vouchers and monthly grand prizes.
Mr. Kimani noted that the current economic times have put a strain on overall breakfast consumption in Kenya, therefore the new initiative is designed to change this trajectory while at the same time bringing value to consumers as they seek to enjoy healthy choices.