Kellogg's acquisition of the clean-label RXBar has jump-started its breakfast foods category with sales exceeding $200 million the first year after the deal closed, according to RX president Jim Murray. Growth is continuing this year but wouldn't be possible without the opportunities and expertise only a legacy brand such as Kellogg provides, Murray adds.
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ColourPop Cosmetics won the top spot for social media engagement for a beauty line last month, according to a report from beauty product development firm Cherry Pick. Other brands in the top 10 include Anastasia Beverly Hills, Benefit Cosmetics and Fenty Beauty by Rihanna.
A Splenda advertisement riffs off the grow-your-own movement with an appeal to consumers to save themselves time by buying the product. "We know we're a large corporation making a commercial and we're having fun with that format," said David Littlejohn, founder of Humanaut, the agency that created the ad.
Kraft is launching interactive packaging for its American Singles packs sold at Walmart stores. Shoppers can tap the package with their phone to access recipes and a scratch-and-win game that offers a chance to win $50.
Kellogg has experienced strong return on investment with its brand-building efforts for Cheez-It, Rice Krispies Treats, Pop-Tarts, RXBAR and Pringles, says CEO Steven Cahillane. He specifies that Rice Krispies Treats Poppers, Pop-Tarts Bites and Cheez-It Snap'd are among the brand's new products boosting sales this year.
Christina Tosi used Kellogg's Corn Flakes to create her popular cereal milk dessert, and the award-winning pastry chef partnered with the cereal brand last year to open a Kellogg's cafe in New York City. Three new creations from Tosi debuted on the cafe's winter menu last week, including a take on baklava made with Kellogg's Frosted Mini-Wheats, toasted nuts and honey.