Kellogg launches sweet cereals in India

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BOMBAY -- Kellogg India is trying to convert Indian palates to sweet breakfast cereals by launching Kellogg's Chocos, its fourth cereal in the difficult Indian cereal market.

The chocolate-coated cereal, the first of its kind in the corn flakes-dominated Indian market, is priced upscale at $1.82 for a 300g pack and $1.12 for 175g. Other Kellogg products in the market since their September 1994 debut are the best-selling Corn Flakes, Wheat Flakes and Basmati [rice] flakes.

Kellogg, which controls a 42% share of the ready-to-eat cereals market worldwide, has made a $30 million investment in India that includes a modern plant at Taloja.

The country's marked preference for hot, savory and oily breakfasts forced the marketer to launch an educational campaign of the nutritional values of its products. Under former Managing Director Damindra Dias, now finance director at Coca-Cola India, Kellogg India targeted individual homes, schools and institutions through regular print, TV, radio and outdoor advertising.

Hindustan Thompson Associates, Bombay, handles Kellogg India.

Copyright September 1996, Crain Communications Inc.

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