How a mature Kellanova brand achieved growth through a new format
A Snacking success story:
Innovating into a new use occasion with the smaller-sized,
on-the-go Pop-Tart Bites
The Kellanova team saw an opportunity…
‘As we looked for opportunities to drive incremental growth, a big part of that was to get out of the kitchen, get out of the home, and follow our core consumer (teens and young adults) as they go out of the house and into the world.’
Joe Beauprez
Director of Innovation for Portable Wholesome Snacks at Kellanova
A convenient snack for consumers
on-the-go
With 80% of buyers eating Pop-Tarts at home, they began an initiative to increase usage occasions
And supported by NIQ BASES’ expertise, the Kellanova-BASES partnership provided the confidence to:
Prioritize concepts
Narrow down to the most optimal positioning
Partnered with NIQ BASES and came up with an idea…
Continued the NIQ BASES partnership into product development…
Mini-sized Pop Tarts
NIQ BASES also guided Kellanova through product optimization, empowering the Kellanova team to:
Validate that the product delivered on taste: a new, softer dough formulation that maintains the core Pop-Tarts features
Validate that the product delivered on the on-the-go occasion: bite-sized, delicious mini pop-tarts without being toasted
With optimized packaging…
And strong activation…
Campaigns appealed to a broad audience without alienating core buyers
• Dry humor and teen actors resonated with younger audiences
• Depictions of real people in real situations helped reach the general population
• Showing original pop-tart reminded viewers of the products’ versatility, generating halo back to core
To see winning in-market results.
With Pop-Tart Bites being the first big innovation the brand had in recent times, it opened the door for other new products and made the brand seem modern and fresh.
The innovation achieved:
$72M
in year 1 sales
#1
velocity for innovation SKU in set
