Bowl ambitions: Pink Key and the strength of the Kellogg's brand

Robert Hutchins

By Robert Hutchins

June 6th 2017 at 10:05AM
UPDATED June 6th 2017 at 11:10AM
Bowl ambitions: Pink Key and the strength of the Kellogg's brand

Richard Pink discusses the history, power and adoration behind the popular heritage cereal brand, Kellogg.

Can you talk us through a brief history of the Kellogg brand? 

The Kellogg brand has a rich historical archive that reflects the lifestyle of America and Europe since the year the company was founded in 1906 up to 70s and 80s.

It’s a treasure chest of changing styles and attitudes that evokes consumer memories of the things they remember as they were growing up. 

What is the strength of the Kellogg brand in the Heritage Brands space?

The Kellogg Vintage licensing programme is a fantastic way of reminding consumers about what they used to love about the Kellogg brand and can bring consumers back to the products through the positive association they had with the food and the characters.

It is also a brilliant way of getting exposure for the brand in channels of distribution where the core Kellogg food product isn't sold, such as fashion and department stores.

Anya Hindmarch has previously released a line of bags and accessories inspired by the brand. Are there any new licenses set to come on board? 

We are always recruiting new licensees with new ideas, or working with our existing licensees to develop new ranges by using the archive in different and contemporary ways. Our preference is always to work with limited licensees with broad distribution, so we are always keen to extend the rights of licensees who already understand the brand, which we are doing this year in some key areas.

Having said that this year we have had some success in working with European fashion retailers directly, so you can expect to see new designs in Undiz very soon.

Can you talk to us about the products on the way from Gibsons and Mad Beauty? 

Gibsons puzzle has done really well with some great distribution, Mad Beauty are now going into their third range refresh - their product, such as the way they used the Norman Rockwell Santa, is so inventive and we cant wait to see what they next. 

What has been the best performing category for the Kellogg brand to date? 

For the last two years we have seen a big uplift in sales from gifting, and particularly Kimm and Millers beautiful food gifting range in Debenhams, we expect this to continue to be a success going forward.

What else can we expect to see from the brand this year? 

We’ve had a good look at our designs for apparel and challenged our licensees to be much more daring with the brand, they’ve responded with some really edgy designs that will surprise many I think.

Its funny how things take you by suprise and this year we are seeing some genuine interest for Eggo Waffles and US Kellogg brand, although its never been sold in the UK, its appearance on ‘Stranger Things’ has created some real interest in it, and we expect that to continue.