KELLOGG’S IS OPEN FOR BREAKFAST AND IS READY TO ANSWER YOUR QUESTIONS
Apr 5, 2016
Curious about where the corn in your Corn Flakes comes from? Or want to know how Nutri-Grain is made? Whatever your question, from sustainability to sugar, from nut sourcing to nutrition, Kellogg’s will be answering all your questions on its new Open For Breakfast website.
If you’re feeling inquisitive then you’re not alone: Kellogg Australia received 19,828 questions and suggestions in 2015 alone, that’s a whopping 55 enquiries a day.
So what are people asking Kellogg’s? The areas of most interest are linked to nutrition, ingredients and special dietary requirements or needs (40 per cent of all enquiries). For example, some of the questions people are passionate about include Which cereal has the most fibre?, Can you use Stevia instead of sugar?, and Does your cereal contain vitamin B12?
Suggestions often inform business decisions; most recently, calls for a coffee-flavoured Nutri-Grain have been met with the launch of Nutri-Grain® Ice Break. Two new gluten free variants of Special K® and Corn Flakes™ have also been driven by consumer interest for tasty breakfast options for those with coeliac disease.
As the website builds momentum, the content posted will be direct answers to questions from everyone. In the meantime, Kellogg’s has already started covering off key topics of interest for a lot of cereal shoppers and eaters around Australia. All of this content can be found on www.OpenForBreakfast.com.au, and responses will be posted to the site every week from nutrition, innovation, production and sustainability experts in the Kellogg team.
Kellogg’s communications director, Rebecca Boustead, said the team at Kellogg Australia were often asked weird and wonderful questions by friends and family wanting to know more about the company and the food it makes.
“I know I’m not the only one at Kellogg’s who fields questions at barbecues and the school gate when I tell people where I work. Everyone who works here is committed to making nutritious and tasty foods and we are keen to share how we do things and why. This is increasingly important – we all want to know more than ever before about food, where it comes from and how it’s made,” Rebecca said. “As a mum myself, with two kids, I feel the same about wanting to know more about the foods I’m putting on the table at home, as well as about the companies and the people behind the products.”
“Open For Breakfast is about giving anyone who is interested the chance to come and ask us about our foods or anything else to do with Kellogg’s and get answers straight from the people working here, making the foods and running the business.”
Adding to the conversation with plenty of her own questions is Justine Schofield, cook and host of Everyday Gourmet. Justine will take Australians on a journey to discover the answers to some of her biggest questions about what’s actually in Kellogg’s products, how they are produced and what to combine them with for a balanced brekkie. The answers to Justine’s first question – “What makes a balanced breakfast?” – can be found on Open For Breakfast, with other videos going live in the coming weeks.
In celebration of the new initiative, Kellogg’s will literally open for breakfast at Sydney’s first ever pop up cereal café, in an exciting partnership with one of Surry Hills’ most beloved brunch spots. Kellogg’s x Kawa Cereal Café will open on 19 April for one week only!
To learn more about Kellogg’s Open For Breakfast and ask your questions, head to www.openforbreakfast.com.au.