Kellogg Company’s U.S. brands will release more than 40 new products in early 2016, with 16 of them geared towards “new ways to eat cereal.”
One of these 16 new ways to eat cereal is from a pouch.
Packaged in a resealable, single-serving pouch, Kellogg’s To Go Breakfast Mix contains pieces of cereal and nuts meant to be eaten on the go, without milk. The pouch is designed to fit in a car cup holder, making it a versatile snack and packaging option.
The breakfast mix, which will be available in the flavors salted caramel and praline almond, and cinnamon roasted candied pecan, isn’t the first Kellogg’s brand product to experiment with the “snack-in-a-pouch” phenomenon. In recent years, the company has also unveiled pouch packaging for various granola and cereal mixes. Other brands, such as Mott’s Applesauce, Target’s Archer Farms and Oreo, have also released snack products in the last few years that are packaged in pouches.
Snacks in pouches are a package decision that many industry officials believe is growing. In June 2014, during an interview with USA Today, Kellogg’s senior vice president of marketing for U.S. morning foods, Noel Geoffory, was quoted as saying that Kellogg’s “spent big chunks of time with consumers and saw how many of them stuff cereal into plastic bags and take it along for snaking.”
And, this past June, Flexible Packaging reported that the demand for pouches, particularly stand-pouches, is forecast to increase 3.6 percent annually until 2017.
With emerging trends it can be difficult to tell where exactly they stem from or where they’ll lead. However, moving forward, one can assume that packaging that consumers find attractive and useful will also create new opportunities and avenues for converters, which is obviously good news for the flexible packaging industry.