Over the last year, Catalina Crunch has already seen “ strong and fast increases in distribution as well as velocities on shelf, so both unit sales and dollar sales,” Kaliannan said. “ By the end of this year, we want to be at 30% aided awareness, and we think that's very doable based on how we're tracking thus far,” he added. The brand is also expanding distribution across its portfolio of products and raising awareness of its brand overall, Kaliannan said. are starting to increase the size of the natural or better-for-you set relative to the amount of space for the conventional set, and they’re increased sales as a result.” Growing distribution, supporting digital avenues And it's almost like consumers are rediscovering that cereal can be healthy, and so they're excited about that. “ While the conventional cereal set has been declining for a long time, but the natural and better-for-you part of the cereal aisle has been growing in sales. Though better-for-you cereals often come with a price premium and could be a candidate for trading down, Kaliannan noted that Catalina hasn’t noticed “ any real inflationary pressure,” and the brand is “ still growing very strongly.” Part of the growth is coming from strong retailer expansion, as grocers see increased demand from consumers for better-for-you-cereals. And kind of passing it off as if it's a healthy good start to the day, and so that's what we really see as our competition.” “ These cereals are 1/3 sugar or more, and in some cases as much sugar you'd find in gummy bears, for example.
And one of the things that stood out to us was consumers, many of them, were already adding toppings to our cereal when they were eating, over 50% of consumers.” Bringing consumers back to the cereal aisle with natural, better-for-you cerealsĬatalina Crunch is focusing on the "conventional set" of brands and providing a better-for-you alternative to sugary cereals, noting that the other natural, better-for-you cereal brands aren't its targeted competitors, Kaliannan said. about 3,500 consumers as part of a large research study, trying to better understand what they liked and didn't like in our cereals and competitors’ cereals. The Honey Nut Cereal was a “ very popular, long requested flavor from consumers” and includes sliced almonds, and the Blueberry Muffin Cereal features dried blueberries, he added. Each are 100% vegan, gluten-free, keto-friendly, non-GMO, and feature one gram of sugar per serving while providing 25% of dietary fiber and 16% of daily protein needs.Ĭatalina Crunch found an opportunity to innovate around inclusions after finding many consumers add other ingredients to their cereal, Kaliannan said.
#Catalina crunch cereal target series
pouches, the Catalina Crunch Pairings series will be available as Blueberry Muffin Cereal with Whole Blueberries and Honey Nut Cereal with Roasted Almonds varieties and can be currently purchased from the company’s website with retail distribution starting in early 2024. It's been just a little less than a week since we launched it online, but this has been our best product launch to date online through our website.” Tapping into consumer trends around toppings, better-for-youĪvailable in 8 oz. “ We've launched Pairings, and we have some early adoption from some retailers, we see that the sales are strong. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation.
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