Cereals Find Buddies, Mustard Gets a Makeover, Mayo Goes Healthier
The three new cereals, Mickey's Magix(TM), Hunny Bs(TM) and Buzz Blasts(TM), are part of a multi-year global relationship between Kellogg and Disney that extends to Kellogg and Keebler brands that is aimed at exploring new product opportunities.
New Hellmann's®/Best Foods® Just 2 Good!(TM) with 82 percent less fat; and only two grams of fat per serving, is another way to contribute to well being without sacrificing taste. "We continue to listen to consumer opinion and recognize that one of this year's most important opportunities is in the health segment," says Alvaro Serrano, Senior Associate Brand Manager at Unilever Bestfoods.
After an internal overhaul, Reckitt Benckiser is launching the first major innovation since the '70s for its French's Classic Yellow Mustard brand with a new bottle, stay-clean caps and new sizes, backed by a $20 million national integrated marketing push.
Moderator Comment: Should more marketing effort be focused on branding efforts and less on sales promotion?
The new product announcements from Kellogg's, Disney, Best Foods and Reckitt-Benckiser all share a common theme. They are all looking to build on existing brand images that are popular with consumers to build incremental business. Considering the dollars dedicated to sales promotion (including trade funds), should CPG manufacturers place more emphasis on brand marketing? Should retailers focus more on their long-term branding efforts and less on immediate traffic drivers? [George Anderson - Moderator]