Tata Consumer Products, parent of tea brands Tetley, teapigs and Good Earth, is moving into the breakfast cereals market with the launch of a range of mueslis called Joyfull Millets.
The mueslis are being launched initially through Tesco, with three variants – Fruit & Nut, Honey & Nut, and Choco & Nut. A fourth flavour is also available in the range – no added sugar Fruit, Nut & Seeds.
From a nutritional point, Joyfull Millets mueslis are high in fibre, low in sugar and gluten-free.
Chief Marketing Officer for Tata Consumer, Sinead McAleese, said: “For too long, innovation in the cereal category has been about different formats, flavours, lower sugars or functional enhancements; we’re taking a different approach, going back to basics and harnessing the benefits of millets, an ancient grain which is not typically used in the UK and giving it a modern and tasty twist.
“Millets are an extra super super-grain. As a core ingredient, our mueslis are full or natural goodness and have an impressive and pleasing crunch, long after your choice of milk or dairy alternative has been poured over it.”
The launch of Joyfull Millets muesli will be supported by PR, a nationwide digital, influencer and social media campaign, and widespread sampling. Tata Consumer will also harness the power of its other in-house brands, co-promoting Joyfull Millets as a typical breakfast companion of tea.
Packed in stay-fresh pouches, the cereals are available in 5 x 450g shelf ready trays, in cases of 80 and have an RSP of £3.50.
NAM Implications:
- Using millets, an ancient grain which is not typically used in the UK, will give Tata a ‘unique’ selling point…
- …for as long as it takes for the consumer to catch on…
- …and rivals to follow.
- Meanwhile, speed might create a competitive advantage.
