Kellogg’s has announced that it will spend £2.5 million on marketing new childrens’ cereal Mini Max, which will be launched in store in October.

Kellogg’s Mini Max will be Kellogg’s first new brand of kids’ breakfast cereal since it launched Honey Nut Loops in 1989, and is targeted to be a £30 million brand making it bigger than Kellogg’s Frosties in terms of value sales.

Paul Humphries, kids’ marketing controller from Kellogg’s, said: “Many parents know that getting their kids to eat breakfast each day can be a struggle. Our research showed us there was a gap in the market for a kids’ cereal which mums could feel good about and that kids actually wanted to eat. That’s why we developed Mini Max and our studies show the cereal delivers for both parents and kids.

“For our retailer partners we are clear the launch of Mini Max presents an opportunity to grow the category. It’s about making sure the category has the right type of new products to meet the changing needs of shoppers.”

Mini Max is small parcels of wholegrain wheat made from grain grown in the farms of East Anglia and Northamptonshire, and will be available in both original and chocolate flavours.  Marketing for the product will include TV advertising and in-store support.

Kellogg’s will also strengthen its childrens’ portfolio by re-launching its existing Rice Krispies Multigrain cereal which it brought to market in 2004 under the name Kellogg’s Rice Krispies Muddles.

The product, which already passes the profile to be advertised to on childrens’ television, will be having a make-over including a packaging redesign and a new advertising campaign.  Kellogg’s will be spending £1 million advertising Rice Krispies Squares to promote the product.