Hero Cereals Daybreak
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Transcript of Hero Cereals Daybreak
HERO
CEREALS
DA
YB
RE
AK
BR
EA
KF
AS
T B
AR
S
PR
OD
UC
T L
AU
NC
H
BRAND HISTORY & FUTURE
• Established in 1990 by Guy Herrod
• Previously manufacturing only sugar cereals
• Now developing new products which will turn the company in a new direction, providing consumers with more healthy and environmentally responsible options.
TRENDS
• 65% of adults are skipping breakfast
• More consumers opting for healthy breakfast options
• Food bloggers gaining more influence
• Significant growth over past six years in hot cereals and muesli
WHY THE BREAKFAST BAR SEGMENT?
• Breakfast bars and liquid breakfasts are rising in market share
• They offer a convenient breakfast solution to busy Australians
• There is an opening for a healthy low-sugar bar, to compete with sugar-laden bars and preservative-high liquid breakfast drinks
THE PRODUCT
• No artificial flavourings, colourings or preservatives
• Minimally sweetened with stevia
• Contains sunflower seeds, pepitas and linseeds for healthy fats & amino acids
• Minimal recyclable packaging to avoid waste
• Priced at $3.99 per bar
• Breakable- half for now, half for later
• Sold through a range of distribution channels for great convenience
TARGET CONSUMERS
• Males and females aged 18 - 30
• Professionals and students
• Time-poor & tech-savvy
• Moderately concerned about health
EMOTIONAL APPEAL
• No more missed-breakfast guilt
• Satisfies an early morning craving
• Takes the stress out of decoding nutritional information by using very simple ingredients.
EXPERIMENTAL
• New flavour and ingredient combinations already being discussed
• Wide distribution range including vending machines, cafes, offices, and cafeterias
• Taking Hero Cereals in a totally new direction.
EXPECTATIONS
…Daybreak breakfast biscuits will provide those health conscious with a convenient solution, and become the leading product in the Breakfast Bar category…
HERO CEREALS
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