Kellogg’s + HERSHEY’S Chocos®’ launched

Kellogg’s and HERSHEY’S, two globally loved iconic companies, have teamed up to launch the newKellogg’s HERSHEY’S Chocos®. Through a strategic licensing partnership with HERSHEY’S, Kellogg India is introducing a co-branded Chocos® cereal variant to provide consumers with a new chocolatey experience. Kellogg’s HERSHEY’S Chocos® is a heart-shaped chocolate-dipped cereal made with wheat that turns milk into a chocolatey treat.

Vinay Subramanyam, Senior Director, Marketing, Kellogg South Asia, said, “With schools set to reopen, homes across the country will witness the age-old morning rush as kids hurry to get to school and parents hurry to get them ready. During such times, a new offering such as Kellogg’s HERSHEY’S Chocos® will be warmly welcomed by both children and parents. The product promises to be ‘too much chocolatey fun’, making the idea of breakfast with milk even more exciting. In a one-of-a-kind collaboration, Kellogg’s Chocos® and HERSHEY’S, two legacy brands, have come together to create an irresistible chocolatey experience that kids will love! We believe that this new delicious breakfast cereal will provide kids with a satisfying boost of energy in the morning before embarking on their school day adventures. It might even find its way into their school bags as a yummy snack.”

Ankit Desai, Director Marketing, Hershey India said, “We are thrilled at the prospect of bringing together two iconic brands that have long been the choice for millions of consumers. Through this launch, we aim to combine Hershey’s much-loved premium, chocolatey experience with the crunch of Kellogg’s Chocos®. We will be bringing this association live across multiple channels and stores, bolstered by an endearing campaign with an intent to bring smiles to millions of consumers.”

A new TVC of Kellogg’s HERSHEY’S Chocos® has been created by Ogilvy India. and is being supported by a Pan-India campaign that will span over the next two months.

Shahrukh Irani, Executive Creative Director, Ogilvy India said, “How do you convey that Kellogg’s HESRSHEY’s Chocos® is so much chocolatey fun to have? You let the dog do the talking! The cute banter between the boy and the dog drives home that point and is sure to be too much fun for the kids.”

The new variant is available in a 325gm pack and priced at Rs. 235. It will be available across Modern Trade such as Supermarkets & Hypermarkets, General Trade Kirana stores and e-commerce platforms.

As an exciting launch offer, more than a million-trial size pack of Kellogg’s HERSHEY’S Chocos® will be given free along with Kellogg’s Chocos® boxes packs and all its other variants, so that consumers get a chance to taste the new product and keep coming back for more.

Kellogg’s, according to industry sources, is the largest player in the Indian breakfast cereals market, with over 50 percent share. The organised breakfast cereal market in India is estimated at Rs 1,400 crore. Leading retail chains such as D’Mart, Reliance Retail and Spencers have their own versions of breakfast cereals as private label products. Saffola, the leading brand in the Oats category – which has a 30% share in breakfast cereals – has also entered the cornflakes segment.