Abstract:

Kelloggs have developed an instant oat cereal with added wheat bran which has performed satisfactorily in product trials. It is intended to launch the brand as a competitor to Lyons Ready Brek. The aims of the research were to elicit behavioural and attitudinal information on porridge and hot oat cereals, and to explore consumer reactions to two concepts - Cosy Oats and Good Start - and to assess their appeal vis-a-vis Ready Brek.