Nestlé Steps Into The Kids’ Breakfast Market With Ceregrow

FMCG magnate Nestlé is stepping into the ready-to-cook children’s breakfast cereal category with the launch of Ceregrow. With Cerelac already a big name in the segment, Ceregrow will enable Nestlé rope in a bigger demographic.

While Cerelac is for kids aged between 0-2 years, Ceregrow is for kids between the ages of 2-5 years. The nutritious breakfast is fortified with 15 vitamins and minerals including Iron obtained from milk, cereals and fruits.childnutrition

This new development in the company’s portfolio follows the major setback that it faced last with the Maggi noodles fiasco. Apart from launching variants for grown-ups under the Maggi label, other new products the company is now selling include ready-to-drink Nescafe, Grekyo yoghurt and Everyday tea.

The breakfast cereal market is said to be growing in excess of 22% over the last five years, industry estimates report. Currently major players like Kelloggs, PepsiCo and Bagrry dominate the breakfast cereal market with almost three-fourth of the shares. But with Nestlé planning to step in, there is bound to be some fresh competition for the brands and more choice for the consumer.1ceregrow-banner

 

Images: Nestlé India

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