Kellogg India, the producer of ready-to-eat cereal and a leader of the breakfast cereal category in India, launched a new savoury oats variant in the breakfast market-Simply Pongal. In keeping with its tradition of commitment to nutrition and a constant endeavour to Indianize its offerings with relevant taste options,
Kellogg delves deeper into the Indian palate with this new flavor that is customized for South Indians and those who enjoy South Indian cuisine.
Addressing the increasing relevance of healthy foods, based on the lifestyle demands of Indians, Kellogg aims at providing a combination of health and taste with this new variant. Simply Pongal replicates the popular, regional dishâ€˜Pongalâ€™ of South India with the primary component being oats, including moong dal and indigenous flavours of cumin, pepper and curry leaves. Commenting on the launch, Sangeeta Pendurkar, Managing Director, Kellogg India said, â€œThe endeavour at Kelloggâ€™s has been to drive innovation that helps us provide consumers with food that delights them, without compromising on nutrition. Consumers today are keen to experiment and adopt new food habits which have been triggered by urbanization and increasing disposable incomes. Lifestyle choices amongst Indians have aligned towards healthier options which promise taste and health.â€
She added,â€œThe size of the oats category in India is about Rs. 200 Cr. and the savoury oats segment within oats has seen double digit growth in India. Leveraging this opportunity, we decided to launch Simply Pongal, which is an addition to our earlier flavours of Tomato Salsa and Green Pudina.â€
Oats has long been recommended by doctors to patients with heart conditions; however taste was a significant barrier which restricted consumption of the grain amongst Indians otherwise. While people desire healthier options, they are not keen to compromising on taste and hence seek options that promise both taste and nutrition.Kellogg recognizes the diversity of the country and has taken this step to deliver a region specific flavour. Oats are high in fibre and provide the heart-friendly soluble fibre beta glucan that is known to help manage cholesterol. Kelloggâ€™s Oats Simply Pongal has 69.2% oats as the primary ingredient.
The product will be supported by above-the-line promotions as well as in-store promotions and sampling.