Kellogg Canada, Toronto, launched Vector, which it believes to be the country's first cereal-like meal replacement product. The product will be aimed at the sports nutrition market. Vector is described as a mix of rice and whole wheat flakes with crunchy oat and soy clusters. The boxed cereal has been under development for more than five years. A $3 million national campaign is set to break in June from Leo Burnett
Co., using outdoor, print and TV. There also will be extensive sampling. Canada's market for meal replacements is estimated at about $36 million a year and growing.
Copyright May 1999, Crain Communications Inc.