Magazine: Breakfast cereals go functional

Last year’s winners were muesli and cereal bars – Klaudia Takács, associate marketing manager with Nestlé Hungária Kft. told Trade magazin. Both categories produced a two-digit sales growth, and the breakfast cereal category also managed to expand a little (Nestlé is market leader in the category in terms of value sales).

We buy most of our breakfast cereal in modern retail channels, while in muesli bar sales supermarkets, Hungarian-owned chains and small independent shops are also important. Ms Takács added that discounters’ share in sales is on the rise. In the last decades shoppers became more and more conscious and Nestlé is working hard to offer them healthy products with high nutritional value – at competitive prices. This year’s first new product is gluten-free Nestlé Corn Flakes: one portion (30g) consumed with 125ml of skimmed milk contains 45 percent of the recommended vitamin B2 intake, and 30 percent of the vitamin B6 and folic acid intake. In the first half of 2015 other new Nestlé products will also appear in shops. As for their communication activities, Nestlé’s Facebook page Crop Circle already has 52,000 likes, while the NESTLÉ FITNESS Facebook page is followed by 32,000 users. Glatz Hungary’s EMCO product line is mainly represented in the special products segment of the muesli market. These premium products include gluten-free and organic muesli, and are really successful in both Hungary and abroad – told Rita Habuda-Salyámosy, marketing manager of Glatz Hungary Kft. In the near future the company will introduce new flavours and a new product category to the market among their specialties. New base products will also be launched. In communication they prefer contacting consumers directly, with tasting sessions, gifts, displays and price promotions.