Kellogg’s has announced it is expanding its Rice Krispies Multigrain shapes range by bringing its two W.K Kellogg by Kids cereals under the Rice Krispies brand umbrella.
As part of its decade long plan to improve its foods so that they are better for people, the community and the planet, the two children’s cereals - Blueberry & Apple and Strawberry & Apple – will be joining Kellogg’s Rice Krispies Multigrain Shapes Original, Kellogg’s explained.
According to the cereal maker, the decision to move the W.K Kellogg by Kids cereals under the Rice Krispies brand comes as the business wanted to streamline its offering to provide parents with an easily identifiable range of cereals for their families.
Neil Rogers, brand and activation manager at Kellogg’s Ireland said, “Rice Krispies is an iconic brand and that’s why we wanted to expand our range of Rice Krispies Multigrain Shapes to offer families a selection of high in fibre, no added sugar children’s cereals.
Number One Cereal Brand
The company noted that, the Rice Krispies brand is the number one Kids Cereal brand in the Republic of Ireland and purchased by 500,000 shoppers each year, with Rice Krispies Multigrain Shapes sales growing by 14% since 2019.
The latest additions to the Rice Krispies family contain 'no added sugar, are high in fibre and vegan friendly.'
"We’ve no doubt kids across Ireland will love these latest additions to the Rice Krispies family," Rogers added.
The full range is now available in stores nationwide with an RRP of €3.49.