Following the rebrand of its rice cake portfolio in 2013, Kallo is introducing a slate of new products this year to expand its presence in the wider snacking category, using its ‘eat well, live well’ ethos.
The offering includes a series of firsts in the category and includes the launch of super seed cakes, premium topped chocolate rice cakes, a breakfast product and a range developed for young children.
The company is targeting the breakfast convenience market with Fruity Muesli & Yoghurt Breakfast Rice Thins, and is extending its Belgian chocolate range with Dark Chocolate & Orange Rice Cake Thins, containing real orange pulp, and Milk Chocolate with Caramel Pieces Rice Cake Thins.
The range also includes Buckwheat Super-Seeds Low Fat Multigrain Cakes and Quinoa & Seeds Multigrain Cakes, which are topped with pumpkin, sunflower and sesame seeds.
Kallo Kids has been developed to cater for parents looking for a healthy lunch box or after school snack for their children and includes Milk Chocolate Coated Rice Cake Thins and Strawberry Yoghurt Coated Rice Cake Thins.
The company is investing £1 million in an integrated marketing, advertising and PR strategy designed to challenge the traditional consumer perceptions of rice cakes. This will include instant win games and money off vouchers available from the Kallo website, social media channels and in-store recipe cards.
“2014 is an exciting year for Kallo, with so many innovative NPD launches across the light meal and snacking categories,” explains Gill Hesketh, marketing director at Kallo. “Kallo’s focus is to become the number one rice cake brand through offering wide and varied eating occasions for our customers and we are confident that our innovative launches will achieve this. We are particularly excited about the launch of Kallo Kids, as this is represents a unique position for Kallo in the marketplace as, to date, no rice cake products are aimed specifically at this age group of children.”