Welcome to centerstoregrowth.com
Your portal into the latest news, research and consumer insights from Kellogg to help you drive center store growth and profitability.
A new way to look at Special K®.
It’s not just a morning thing.
With bold, new products, flavors and packaging, the Special K® lineup isn’t just restricted to the breakfast occasion: We developed our innovative product line to offer shoppers positive nutrition options morning, noon and night.
Guilt-free satisfaction for consumers.
Shoppers want satisfaction without sacrifice: They want calories that count, not just counting calories. The new Special K® lineup gives consumers the taste and options they enjoy with ingredients that help support a healthy lifestyle.
Increased growth for you.
Special K® has become an iconic brand for consumers, but it has plenty of room for growth in crackers, chips, snacks and more.
Bring more to your center store.
Talk to your Kellogg sales representative to find out more about how the Special K® lineup can help boost your growth
The future of breakfast.
Sketching the future of the breakfast / morning occasion.
Kellogg recently completed one of the industry’s most comprehensive studies on the future of breakfast. In it, we address key issues relevant to anyone looking for growth opportunities in the center store that can help gain a better understanding about how the morning occasion is evolving and how we can all work to meet consumer needs as they emerge.
Key subjects covered include:
- Why we must explore the future
- How breakfast is changing
- How we traced the evolution
- What we're already doing
Want to know what your customers will be eating? Where they'll be eating it? And how breakfast (or, the “morning occasion,” as it’s becoming known) will fit into their lives five years from now? You’ve come to the right place.
Kellogg’s global sustainability efforts
WITH GLOBAL PRESENCE COMES GLOBAL RESPONSIBILITIES.
The year 2012 was a significant one for the Kellogg Company. Already the world’s leading producer of cereal, the May 2012 purchase of Pringles positioned Kellogg as the world’s second-largest savory snacks company. All of which places even greater importance on our commitment to sustainable and ethical business practices.
With the release of “Better Days, Brighter Tomorrows. 2012 Corporate Responsibility Report,” Kellogg continues to raise the bar for what it means to be a good global citizen.
Key goals discussed in this extensive report:
- Operating an ethical company
- Sourcing responsibly
- Environmental progress in our own operations
- Promoting sustainable agriculture
- Continuously improving the sustainability of our packaging
- Helping to end deforestation globally by responsibly sourcing palm oil, forest and paper products, and soy
- Helping to decrease greenhouse gas emissions from refrigeration
- Responsible product marketing
- Nutrition education
- Reducing hunger
Helping to promote sustainable agricultural practices today will help ensure that the growers, and the grains they nurture, are there tomorrow.”
President and Chief Executive Officer, Kellogg Company
We know a lot about health and nutrition
The Kellogg Know Network™ covers a full range of health and nutrition issues.
Kellogg knows nutrition.
Good nutrition and simple grains lie at the heart of our company, our products and our heritage. After all, it was our visionary founder, W.K. Kellogg, who aspired to make “quality products for a healthier world.”
Today, the Kellogg Know Network offers a comprehensive resource that helps nutrition and healthcare professionals around the world improve nutritional outcomes in a wide variety of settings.
As the grocery industry works to address the increasingly sophisticated nutritional demands of consumers, it’s important to have partners in the food business who understand the challenges and offer solid, research-based solutions.
To gain a better sense of how Kellogg is advancing nutrition science, view the files below, a sampling of the nutrition information regularly supplied to members of the Kellogg Know Network.
At Kellogg, we believe our role is to give consumers information they need to make informed dietary choices for both themselves and their families.”kelloggsnutrition.com
82% of women
start their day with cereal.
When Consumers Love Kellogg they flock to your center store.
How can you help customers who are looking for simple, delicious ways to develop good nutrition habits? How about starting with cereal.
It's a proven fact that people who start the day with a cereal breakfast tend to weigh less.1 And what they choose to eat can have an even greater impact.
How, for example, does the sugar content of two breakfast favorites compare?
Kellogg's Rice Krispies® - 4 grams
8-oz. glass of orange juice - 21 grams
That's one reason why Kellogg's cereals are one of the single best ways for children and families to start their days.
What makes Kellogg's cereals a mainstay in nearly 72% of U.S. homes?”2To find out more interesting facts about cereal and nutrition, download the complete report: Consumers Love Kellogg
1National Health and Nutrition Examination Survey (NHANES), 2003-2006.
2Kellogg Company data, 2011.
It's time to change
how we view the center store.
Changing the thinking about center store.
With the increased emphasis in the last 20 years on the perimeter of the store, opportunities for bolstering center store sales have often fallen by the wayside. In the face of increasing competition and consumer economic trends, retailers across all formats are recognizing the value of the center store to more fully leverage the entire store to deliver greater opportunity and value to customers.
This report from Nielsen provides an in-depth look into such areas as “Understanding the Demand Landscape,” the “Path to Purchase” and “Four Trends to Act on Now.”
Rather than fueling competition between departments, the key to growth lies in structuring the entire store to better meet the demands of shoppers.”Download the complete report now
How fat-free is “fat-free”?
Less than 0.5 grams of fat.
Average cost of a serving of cereal with milk.
Cereal: The Complete Story
The Story Starts in 1906.
Cereal: The Complete Story
Children are24% more likelyto eat healthy, if …
they share 3 or more family meals per week.
Hammons AJ, Fiese BH. (2011) Is frequency of shared family meals related to the nutritional health of children and adolescents? Pediatrics. 127(6):e1565–74.
Snack tips from Kellogg:
Plan it. Pick it. Make it. Move it.
Snacking is an essential part of a child's daily routine. Young children with small appetites need small, frequent meals to ensure they're getting the nutrients needed for healthy growth and development. Older children rely on small snacks to recharge with the nutrients needed to carry on with daily activities.
In this downloadable report, Kellogg provides insights into the "snacking opportunity" to help retailers plan their center store strategies. In it, you'll learn about:
- Four easy steps consumers can take for nutritious snacking
- Nutritious snack options your customers can stock up on
- Tips and safety advice from Kellogg that can help stir up some fun for your customers' little ones
- How customers can "Snacktivate!" by combining food and fun
Make a 'help yourself shelf' in your pantry or refrigerator filled with 'good for you' snacks that kids can choose from at a designated snack time.”Download the complete report: Snacktivate!
See what Kellogg brings to the table.
Know. It’s a well-rounded breakfast.
Kellogg is committed to helping customers make healthy decisions at the breakfast table. We’ll even go so far as to recommend meals that may not include Kellogg products.
This download offers four full weeks’ worth of delicious and nutritious weekday breakfast ideas to plan a great start to the day for your customers and their families.
On a busy weekday morning, the most important thing you can give your family before walking out the door is breakfast.”Download the complete report: BreakfastThese and other recipes can be found at kelloggkitchens.com
“Broom” or “sponge”?
The basics of fiber.
Fiber 101. Everything (well, almost everything) you need to know about fiber.
As a company, Kellogg is committed to further strengthening the nutrition credentials of our food. As nutrition professionals, we couldn't think of a better way to do that than with fiber. And while the health benefits of fiber have been recognized for centuries (many would argue fiber is the original super-nutrient), nine out of 10 Americans are still not getting the recommended daily amounts.
While we don't expect the grocer to become a nutrition expert, we know you will be more successful in the selling environment if you know the basics about fiber. For example, did you know that nutritionists typically classify fiber as being either "soluble" or "insoluble"? You can think of soluble fiber—found in foods such as psyllium, oat bran, apples, pears, legumes and barley—as being like a sponge in that it absorbs water. In doing so, it forms a gel that can help you to feel full, lower cholesterol and maintain blood glucose (sugar) levels.
You can think of insoluble fiber like a broom. Because it is not soluble in water, it provides bulk, which can help you feel full longer and speed up the movement of food through the colon/large intestine (promoting regularity). Some examples of foods that provide insoluble fiber include wheat bran and bran cereals, corn bran and some whole wheat.
How can customers find foods that provide fiber?
The easiest way is to check the Nutrition Facts Panel on the foods they purchase at your stores. The Food and Drug Administration (FDA) regulates these nutrient content claims. For example, if a food claims to be a "good source of fiber," the food must deliver at least 10 percent of the recommended daily value of fiber or at least 2.5 grams of fiber per serving (commonly rounded to 3 on the label). To be considered an "excellent source of fiber" it must have at least 20 percent daily value of fiber or 5 grams or more of fiber per serving.
The fact that fiber isn't digested by the body is part of what makes it so beneficial to good health.”Learn more about how Kellogg is helping promote consumption of fiber.
Latest trends and learnings.
Developing meat substitutes, today and beyond. A Kellogg webcast.
This informative webcast from Kellogg covers four key topics related to the rapidly growing category of frozen meat substitutes.
- The latest trends and consumer learnings
- The value meat substitutes bring to your center store operations
- Current in-store and category dynamics
- How to develop the meat substitute category to capitalize on its rapidly growing presence in your frozen foods section
As consumers continue to pursue healthier lifestyles, 65 percent cite health reasons for purchasing a frozen veggie food.”Watch the webcast
It’s my bowl!
5 breakfast tips for kids
Make your bowl “MyBowl.”
Five tips to get the most from breakfast.
Kellogg’s MyBowl—an education tool created by Kellogg Company to complement the USDA’s MyPlate program—shows how easy it is to meet dietary recommendations with meals served in bowls, such as cereal breakfast.
Kellogg’s MyBowl™ is a tool developed by Kellogg Company and is not affiliated or endorsed by the U.S. Department of Agriculture.
The ‘Dynamic Duo’ of cereal with 1 cup of milk helps you get the nutrition that is sometimes hard to get—like fiber, calcium, vitamin D and potassium.”Download the information sheet: Make Your Bowl “MyBowl”Learn more about the power of breakfast and the “Dynamic Duo” of cereal and milk. Check out the MyBowl website
We’re here to help
How Kellogg promotes customer health
Kellogg gives you the tools to help customers meet the Dietary Guidelines for Americans.
For over 100 years Kellogg has been bringing the goodness of grains to America’s breakfast bowls, lunch boxes and dinner plates, all by way of the shelves of your center store. In recent years, Kellogg has improved more than 200 products worldwide, consistent with the recommendations in the Dietary Guidelines for Americans, a document published every five years by the Department of Agriculture (USDA) and the Department of Health and Human Services (HHS).
In this report, you’ll read about the steps we've taken to improve Kellogg’s already impressive record of helping families serve nutritious foods. For example, did you know that Kellogg has more cereals that provide at least a good source of fiber and 8 grams—or one-half serving—of whole grains than any other U.S. cereal company?1
Other topics include:
- Focusing on Fiber and Whole Grains
- Limiting Sugar
- Shaking the Sodium
- Focusing on Healthy Fats
- Importance of Breakfast
- Helping Consumers Improve Their Nutrition Literacy
The Guidelines encourage Americans to focus on eating a healthful diet.”cnpp.usda.govDownload the complete report: Helping Americans Meet the 2010 Dietary Guidelines
1Based on a Kellogg audit of national breakfast cereals in January 2011. The data was drawn from labels, websites and a syndicated database and includes nationally distributed ready-to-eat cereals from Kellogg®, General Mills®, Post®, Quaker® and Malt-O-Meal®.
Kellogg and AMERIPEN
Kellogg packaging: Partnerships and products.
Kellogg product packaging—whether for our cereals, snacks or frozen foods—serves multiple purposes. It protects our products in their journey to retailers and then to the consumers’ homes. It communicates product attributes and nutrition information. And it should always be recognizable and attractive on the grocery store shelf or in the freezer case. At the same time, packaging needs to be easily recycled or otherwise disposed of when no longer needed.
To that end, Kellogg developed a sustainable packaging framework that focuses on improving performance in three key areas across the packaging life cycle—the package-to-food ratio, percent recycled material content and percent materials that are commonly recoverable. We are also involved with several industry-wide efforts to promote sustainable packaging and standardize definitions and expectations for such packaging.
In 2010 Kellogg, together with 10 other organizations, helped to found AMERIPEN, the American Institute for Packaging and the Environment, which officially launched in 2011.
AMERIPEN is a group of North American-based companies focused on shaping public policy in regards to packaging-related environmental issues. It seeks to “promote science-based decision making in order to advocate for a future where all production, distribution and consumption are sustainable.”
Every year Kellogg products are reevaluated to ensure that packaging is effective, efficient and environmentally conscious. In recent years, we’ve made significant reductions in packaging for our snack products as well as our Morningstar Farms, Kashi and Eggo products.
Beginning in 2011 in North America, Kellogg publishes internal sustainable packaging reports every quarter to better track and communicate our progress and our commitment to continuous improvement.”Learn more about Kellogg sustainability efforts at kelloggcorporateresponsibility.com.
How to speak vegetarian.
Healthy advice from Kellogg.
Getting to know your vegetarian customers.
The number of customers choosing vegetarian and vegan diets continue to grow. Not surprisingly, so does their impact on stocking strategies in the center store. Keeping up with the latest developments in this expanding market segment starts with an understanding of their basic nutritional needs.
This downloadable report provides an excellent starting point in familiarizing yourself with the vegetarian customer’s potential food-purchasing habits.
Vegetarians who eat dairy products can get calcium from milk, yogurt and cheese, but vegans need alternate sources.”Download the complete report: Vegetarians. Pay Special Attention to These Nutrients
And why they matter.
Serving up just what WIC participants need.
Brands matter to your WIC clients. A 2010 survey shows that WIC clients prefer buying brand-name cereals. Yet that same survey reveals that WIC clients choose eligible cereals less than half the time. In fact, a full 62 percent of cereals purchased by WIC clients are not WIC-eligible.
There is plenty of room for improvement when it comes to promoting behavior change at breakfast.
The information in this downloadable report can help retailers better serve their WIC-eligible customers by letting them know all of their WIC-eligible options, and that switching to a WIC-eligible choice within their preferred brand may be a reasonable step.
Your client's brand loyalty can actually help them make the switch.”Download the complete report: Serving Up Just What WIC Participants Need
How to read5g
a nutrition label 2g
Read more 18g
Reading the nutrition label: Why it deserves more than a casual glance.
Information is power. Which is why Kellogg has been a pioneer in nutrition labeling going back to 1930, when we began printing nutrition information, recipes and other product information on packages.
Today’s consumers are given more information than ever before through the nutrition labels that grace the food products on your center store shelves. While a nutrition label provides valuable information, however, too often we overlook the details that can help guide our purchases. "How to Read a Nutrition Label" is a quick, easy-to-read summary of the basic information found on today’s nutrition label, starting with "serving size"—the first thing anyone should look at when reading a label.
Your body needs protein to build and repair essential parts of the body, such as muscles, blood and organs.”Download the complete report: How to Read a Nutrition LabelLearn all the ways Kellogg provides a variety of health and nutrition information for consumers and health care professionals at www.KelloggsNutrition.com
Diabetic recipes from Kellogg.
Diabetic-friendly recipes: Eating smart is easy with Kellogg.
At Kellogg, we’re always looking for new ways to make a positive impact on the people we touch every morning. And nothing is more important to achieving that goal than the success of your center store. One of the most important efforts being made today is to give consumers the tools to help control the impact of diabetes.
Shown here, “Eating Smart with Diabetes” is one of many recipe resources Kellogg offers to give your customers healthful, easy-to-make recipes that incorporate a variety of Kellogg products featured on your center store shelves.
In fact, you can eat the same foods as anyone else—with some special attention to when, how much and what combination of foods you eat.”Download the complete report: Cooking with Kellogg’s Products: Eating Smart with DiabetesFor more great recipes, visit www.kelloggs.com/recipes
Grocery performance research. Watch the webcast.
The Willard Bishop Total Store SuperStudy.
Willard Bishop Total Store SuperStudy is the most comprehensive exploration of supermarket performance available. Going beyond mere category performance, it gives unique insight into total store performance. The complete study covers 80 financial measures and important profitability data across 250 categories that represent 230,000 SKUs.
The webcast presented here focuses on key study findings that are relevant to your efforts to bolster center store growth and improve real profitability.
A key learning is that while almost all center store departments are generating true profit, the grocery department leads the pack with 33.6 percent true profit.”Watch the webcast
Talk the talk
Learn the label lingo.
Your guide to nutrient content claims.
Nutrient content claims—such as “low-fat,” “high fiber” or “saturated fat-free”—often appear on the front or side panel of some food labels. Your customers can use them to identify foods with a specific nutritional feature. These nutrient content claims, however, are strictly defined by the government.
The downloadable report below provides a simple, useful table for you, your people and your customers to use as a guide to better understand these claims.
When something is listed as being ‘high,’ ‘rich in’ or an ‘excellent source of,’ it must have 20 percent or more of the percentage daily value as compared to an appropriate reference food.”Download the complete report: Nutrient Content Claims Label Lingo
Read all about it
Your Kellogg press release resource
one code at a time
Learn about Kellogg’s innovative approach to managing consumer data.
An article titled “Kellogg Cracks the Code of Loyalty” was recently published in Advertising Age. It details the successful launch of the Kellogg’s Family Rewards loyalty program, which tracks 2.5 billion individual packages across the full Kellogg portfolio.
The sprawling initiative relies on 16-digit codes printed on product packages that consumers submit online in exchange for points. These points can then be used to collect discounts and prizes, like toys or sports gear. Unlike previous Kellogg promotions, each Family Rewards loyalty code is linked to a specific product.
The result? The submitted codes provide Kellogg with a vast wealth of consumer data to help the company better align marketing communications to member preferences.
With increasing amounts of consumer data, we are able to better understand and market to our consumers with more relevant marketing communications.”View the complete article now
Kellogg honored for
food safety and
Leading the Way
Kellogg was recently honored for leadership in both food safety and product innovation by the 2013 SN (Supermarket News) Supplier Leadership Awards. Kellogg was the only supplier to receive two awards.
Food safety has always been a top priority at Kellogg, and we recently updated our food-safety practices with a new system that rolled out in October 2013 based on hazard analysis critical control points (HACCP). “We made a decision to challenge all of our existing programs to look for the best practices that would help us drive sustainable improvements to ensure we’re protecting our consumers, our foods and our reputation,” said Linda Pell, vice president, global quality, Kellogg Company.
Kellogg was also recognized for innovations in the cereal aisle based on our nutritious, portable breakfast options. Our Special K® Nourish™ hot cereal and Kellogg’s® To Go™ breakfast shakes are designed to reach the millions of Americans who skip breakfast each morning.
“A recent study revealed that 28 percent of consumers are skipping breakfast each morning due to a lack of nutritious go-to options,” said Noel Geoffroy, vice president of marketing for Kellogg Morning Foods. “That’s why Kellogg’s continues to create convenient, portable breakfast options.”
The Yum Factor
Kellogg lands on the Progressive Grocer list.
The Great Taste of Kellogg Products Wins Over Progressive Grocer
What does it take to make Progressive Grocer’s list? Innovation and value, but above all, great taste. And that’s what Progressive Grocer found in Kellogg. Out of the 500 products sampled for its 2013 Editors’ Picks contest, the following four Kellogg products made this year’s list.
Special K® Multi-Grain — Called out for “boosting the crunch factor” and creating a whole new taste and texture.
Raisin Bran Omega-3 from Flaxseed — A “trendy, heart-healthy ingredient” now joins the two scoops of raisins.
Cinnamon Jacks™ — Enjoyed by kids and adults alike on Progressive Grocer’s tasting panel.
Pop-Tarts® Gone Nutty! — With peanut butter filling and semi-sweet chocolate baked into the crust. Oh, my.
From Progressive Grocer to your own customer’s grocery list, Kellogg has the great taste and value to win over new fans time and time again.
This year’s Editors’ Picks delivered on trendiness and convenience, with some new spins on old favorites – but above all, great taste.”View the full article now
Improving cereal ingredients
USDA numbers point to “positive changes.”
Read the research
Cereal manufacturers respond to the USDA’s Dietary Guidelines for Americans.
A research report titled “Recent trends in ready-to-eat breakfast cereals in the U.S.” was prepared for the 36th National Nutrient Databank Conference. In it, data in the USDA National Nutrient Database for Standard Reference were examined to discern trends in response to public health concerns and consumer demand.
As the report points out, key messages in the 2010 edition of the USDA’s Dietary Guidelines for Americans include recommendations that consumers make half their grains whole and that they cut back on foods high in added sugars and salt, guidelines that impact the formulations of breakfast cereals.
- From 2005 to 2011:
- Sugar and sodium levels decreased by 7.6% and 11.2%, respectively
- Fiber levels increased by 13.4%
- Whole-grain ingredients were found in at least two-thirds of the cereals examined
“Trends observed in this important breakfast category demonstrate positive changes in the nutrient composition, which may have an important impact on public health.”
The data from 2005 through 2011 substantiate the breakfast cereal manufacturers’ initiatives to proactively improve the nutrient content of their cereals.”Download the complete report now
See where YOUR breakfast aisle is headed.
Research-driven insights into improved center store profitability.
It's no secret—consumers today have lots of new breakfast options. From the latest hot and cold cereals to breakfast bars, breakfast drinks and toaster pastries, the very definition of breakfast is changing right before our eyes.
To help you keep up with what these changes mean for your center store, Kellogg has been studying the latest customer trends and preferences.
The result? The "Evolution of Morning Foods," research-driven insights into the shopping habits and expectations of your customers that can help drive center store growth and profitability.
Key insights from the report include:
- How your customers' breakfast habits have expanded beyond the morning breakfast table
- How shelf resets can prompt customers to spend more time considering their purchases
- How those purchases gravitate toward more items at higher price points
Read how move to
delivers on the brand promise.
KASHI RE-ESTABLISHED AS STAND-ALONE NATURAL FOODS BUSINESS
BATTLE CREEK, Mich., July 30, 2014 – The Kellogg Company is returning Kashi and its family of brands – Kashi®, Bear Naked® and Stretch Island Fruit Co.™ – to its roots with the decision to re-establish Kashi as a stand-alone natural foods business.
The driver behind the decision is to deliver on the Kashi brand promise and provide significant growth opportunity.
The new Kashi business will be led by David Denholm, former President, U.S. Morning Foods, who rejoins Kellogg Company on Sept. 2 as Kashi Company CEO, reporting directly to Kellogg Company Chairman of the Board and CEO John Bryant.
HERE'S YOUR CHANCE TO BAG SOME ACCOLADES FOR YOUR BRILLIANT GROCERY IDEAS
The National Grocers Association wants you to enter your favorite grocery marketing campaigns and merchandising events in the 2015 Creative Choice Awards. Winners are not only honored as the best of the best, but also recognized as industry leaders in national trade publications. Plus, they’ll be celebrated at the 2015 Creative Choice Awards Ceremony at the Mirage Hotel in Las Vegas, February 8-11, 2015.
What to Enter
Marketing campaigns and merchandising events held between December 1, 2013 and December 1, 2014.
When to Enter By
Submissions must be received by December 3, 2014.
Where to Enter
PROGRESSIVE GROCER HONORS KELLOGG WITH CATEGORY CAPTAIN AND CATEGORY ADVISOR AWARDS
Let’s celebrate! Kellogg has won multiple 2014 Category Captain and Category Advisor Awards from Progressive Grocer. This program recognizes overall excellence in innovative, creative, profit-generating achievement among next-generation category management leaders. And the awards are well earned, as all applicants are evaluated against requisite components that include delivery of measured results and direct performance feedback from retailers.
Category Captain Awards
Grocery - Cookies & Crackers
Grocery - Breakfast Food (Toaster Pastries)
Grocery - Other (Drinkable Breakfast)
Grocery - Frozen (meat substitutes)
Grocer - Frozen Breakfast
Category Advisor Awards
Grocery - Wholesome Snacks
Grocery - Breakfast Foods (RTE Cereal, including granola)
Grocery - Salty Snacks
Be sure to look for the official announcement of the new Category Captains and Category Advisors in the November 2014 issue of Progressive Grocer!
A polite expression used when acknowledging a gift, service or compliment... or people who are really awesome.
for supporting all categories of Kellogg products!