Kellanova Bets on Snacks to Boost Breakfast Segment in India

The cereal company Kellanova formerly known as The Kellogg Company is aiming to use its operational scale to enrich its presence in the snack channel and increase the range of its products to be able to capture a greater part of the breakfast market.

Prashant Peres, Kellanova India and South Asia MD, pointed out that, having been around with operations that have several factories, and the market being familiar with the company, their firm is picking up the advantage over the competition. "The problem is more for new entrants who want to capture small portions of the market. Meanwhile, scaling in a short period of time is not going to be sustainable," he said.

Peres acknowledged that the cereals for breakfast segment is very lively with different kinds of activities and experiments but added that most of the growth is being achieved by the means of discounting which is not always sustainable.

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The sweet tooth of the city consumers, is still the major trend in the snacking and breakfast market worth ₹4000 crore (approx. $536 million) in India, although healthier alternatives like oats and whole-grain meals seem to gain popularity gradually with the help of brands like MTR, ID Fresh, PepsiCo, and Marico. Kellarova is now implementing a brand strategy that focuses on chocos, muesli, and cornflakes with milk for early 2025, representing the strong double-digit growth registered.

Moreover, the company reached out to the food influencer space for more responsibility while revealing their skepticism related to the unregulated social media critics. On the global level, Kellanova is wrapping up the Mars snacking division merger, waiting only for the regulatory commission’s final nod.