New products from market research

Curriculum Topics
• Market research
• Types of research
• Quantitative and qualitative
• Product development

Kellogg’s with a sales value of £68 million*. In 2003 the Crunchy

Introduction

Nut brand created a brand extension. This involved using the
The Kellogg Company is the world’s leading producer of cereals.

Crunchy Nut name to launch a new product called Crunchy Nut

Its products are manufactured in 18 countries and sold in more

Clusters. This variant has two varieties, Milk Chocolate Curls and

than 180 countries. For more than 100 years, Kellogg’s has been a

Honey and Nut. Both of them have enabled the brand to reach a

leader in health and nutrition through providing consumers with a

wider group of consumers. This brand extension is now worth

wide variety of food products. These are designed to be part of a

£21 million in annual value sales.*

balanced diet and meet the different tastes of consumers. Kellogg’s focuses on sustainable growth. This involves constantly looking

This case study focuses on the importance of market research

for ways to meet consumer needs by growing the cereal business

during the development and launch of Crunchy Nut Bites, a more

and expanding its product portfolio.

recent extension to the Crunchy Nut brand. The objective of this innovation was to provide a new flavour and texture for consumers,

Market research is a specific area of marketing that informs

helping Kellogg’s extend its share of the breakfast cereals market.

businesses like Kellogg’s about the things consumers need, how
*IRI sales data

best to design products to answer those needs and how to advertise those products to consumers. Market research goes beyond finding out what consumers are thinking today. It can identify what consumers might want in the future. In