Kellogg’s is tapping into the fast-growing local food delivery market by linking up with Deliveroo to offer meals inspired by its cereal products.
Kellogg’s Kitchen Creations is a delivery-only meal service that has launched in East London offering vegetarian and vegan dishes.
Rather than selling bowls of its Rice Krispies or Cornflakes, the firm has hired chefs to create a menu of meals and snacks incorporating some of Kellogg’s popular cereals and cereal bars.
Meals on the Kellogg’s Kitchen Creations menu include falafel Wraps and grilled halloumi with barley tabbouleh – both made with Kellogg’s Bran Flakes – and savoury waffles made with Kellogg’s All bran original, spinach, poached egg and avocado.
Italian inspired dishes include vegan roasted miso squash and Rice Krispies risotto, and freshly made pasta with Kellogg’s Corn Flakes and Bran Flakes, served with porcini mushroom, spring onion and lentils.
Meanwhile, deserts include Kellogg’s inspired waffles, flap jack sweet cereal pizzas and Nutri-grain cheese cake bars.
Ben Ellis, Manager of Kellogg’s Kitchen Creations said: “In our 97-year history of selling food in the UK, this will be the first Kellogg’s kitchen delivering meals inspired by our cereal and snacks directly to people in their homes. We’re excited to see how people react to the food we are offering and if it’s something we can continue to do in other parts of the UK in the future.”
Kellogg’s Kitchen Creations has opened through Deliveroo’s Editions hubs unit, which allows firms to operate ‘dark’ kitchens to reach customers in areas where they don’t have a traditional bricks & mortar restaurant site.
Justin Landsberger, director at Deliveroo said: “At Deliveroo, innovation is at our core so we’re excited to partner with Kellogg’s and create some exciting new foodie options inspired by their most popular products.”
Kellogg’s Kitchen Creations is expected to be trialled for six months before possible roll-out to other areas.
NAM Implications:
- A two way route to Kellogg’s brands:
- indirect via the delivered meals
- a DIY incentive for recipients…
- …and not a whiff of cannibalisation.
- The fundamental issue is a branded food supplier is optimising its brands by incorporating them as ingredients in prepared healthy meals ‘hand delivered’ to consumers’ homes…
- An entirely new relationship with their consumers that could transform Kellogg’s business model and perception of the company and its brands.
- A incremental no brainer, one to watch…
