Kellanova and Mattel recently launched in Colombia a special edition of cereals inspired by Barbie and Hot Wheels. A collaboration between brands that, according to Alejandro Díaz, Marketing Director of Kellanova Pacíficois part of the innovation pillar that aims to boost the company’s sales by 10%.
“Colombia is one of our key growth drivers. We have products that are very well positioned in the local market and we hope to maintain leadership in the category. To achieve this, we have prioritized all strategies aimed at product and brand innovation,” explains Alejandro Díaz from Kellanova.
The limited edition includes XL cereal rings with strawberry and fruit flavors, available in different presentations as a family box and snacks mega or mini.
But it was not their only collaboration. In recent months, the company has strengthened alliances with iconic brands such as Hershey’s, Alpina and Ramo, among others. According to Díaz, on the one hand they seek to develop innovation in product flavors that break the monotony of the category. And, on the other hand, “we innovate alongside brands with which we essentially share our value proposition.”
Kellogg’s alliance with Alpina and Chocoramo, for example, meant for the brand a significant increase in sales and unusual notoriety in the mass media. “We have market data that has allowed us to factually verify that this type of alliance, when it results in a good product, can represent a 30% increase in sales compared to a standard innovation,” said Alejandro Díaz of Kellanova.
Kellanova, which recently renewed its brand, seeks for these types of initiatives to increase 10% of total sales. “We want to evolve, offer new alternatives to consumers. Become a dynamic brand that understands that the environment changes frequently. A few years ago, for example, the figure did not reach 1%. We hope that this year it will reach 10%,” concludes Díaz.
