Brand Update : Nestle Munch Extends to Breakfast Cereals

 In an interesting move, Nestle has extended its chocolate wafer brand Munch into breakfast cereals. The Nestle Munch breakfast cereals were launched in June 2023. Theoretically, this move is brand extension into unrelated categories. While the breakfast cereals from Munch retain the chocolate flavour and the crispy nature of wafers, it is a big jump from wafers to cereals. 

Indian breakfast cereal market is huge with a market size of approximately $4.5 billion ( Rs 380 Bn) and growing very fast owing to the consumer preference for quick and convenient food options. Munch launched in 1999 had a good run in the Indian market and along with Kit-kat has a significant market share in the Indian chocolate wafer market.

The brand is running a series of campaigns for the launch.

The brand extension is positioned on the crunchiness and taste attributes it has derived from the parent product. The brand focuses on youngsters rather than kids in their campaigns. The parent brand Munch Wafers has been focusing on taste and quick energy as its positioning attributes. One of the major pain points for consumers of breakfast cereals is the taste vs healthiness. This brand extension is for those consumers who consider taste as their most important decision-making criterion. One should also not forget the kids as a major influencer in the purchase process. 

Brand Update : Quaker Oats wants to make breakfast unskippable

 In a very thoughtful move, Quaker oats have launched a series of advertisements advising customers not to skip their breakfast. Drawing from consumer insights that in this era of busy life, consumers, especially young consumers, often skip their breakfasts which can, in the long run, become problematic for their health and energy. 

Brands like Kellogg's and Quaker have long been trying to get consumer preference towards their products, replacing traditional breakfasts. The success has been limited. In the new campaign, the brand is again appealing to the convenience factor of its product. 

The product in question is the Quaker Oats Muesli which is a ready-to-eat cereal. The product boasts five grains and comes in two flavors - fruit and nut and berries and seeds. However, the major selling point is the convenience of quick preparation and balanced meal. 

One should appreciate the brands like Quaker and Kelloggs for being tenacious and open to experimenting with product variants. The new campaign will help the brand gain more traction in the breakfast space, which is witnessing a change of sorts.