Nestle, the largest food and beverage company in the world, welcomes breakfast cereal fans with a new product, KitKat® Cereals chocolate and wafer taste, in 350-gram packaging, a treat for energetic mornings.
Research conducted by Cereal Partners Worldwide (CPW) globally brought to the fore the fact that 53% of consumers want to try new and innovative products, and 89% of consumers consider it important and desire to have a pleasant experience when consuming them. Thus, following these results, KitKat® cereal was created in response to consumer needs.
“Over the past 20 years, we have managed to reduce the salt content in our breakfast cereals by 25% and the sugar content by 20%. Additionally, Nestle breakfast cereals do not contain artificial colours or flavours. As the world's largest food company, we are present on the tables of millions of families every morning. We can help our consumers increase their intake of whole grains starting from the first meal of the day," says Sinziana Lungu, Associated Marketing Manager at Cereal Partners Worldwide, Nestle Romania.
The new and incredibly crunchy KitKat® cereals come in a delightful combination of chocolate and wafer flavours, offering a breakfast reinterpretation of the famous KitKat® chocolate bars. With whole grains as the number one ingredient in the recipe, these cereals provide a delicious solution and contribute to the intake of whole grains, vitamins, and minerals, starting from the first meal of the day - breakfast. Moreover, the cocoa used in the product comes from sustainable sources*.
In Romania, breakfast is consumed with an average frequency of 5 times per week, with 57% of Romanians having breakfast daily and 9% who do not usually have breakfast, according to a study conducted by MASMI and Nestle earlier this year.
Whole grains are rich in minerals, vitamins, and fibre, and they help reduce the risk of certain chronic diseases. On average, Romanians consume whole grains 2-3 times per week. Only 16% consume whole grains more than 5 times per week. According to studies conducted by CPW, the per capita consumption in Romania is still low, with only 1 kg of breakfast cereals compared to Germany's 2.2 kg or Portugal's 2.6 kg. Breakfast cereals are present on the table of approximately 6 out of 10 households in our country (according to GfK Consumer Panel data from the beginning of this year, provided to Nestle Romania), which shows the potential of the category on the Romanian market.
The history of the KitKat® Brand
Enjoyed in over 80 countries, KitKat is the first global chocolate brand to use 100% sustainably sourced cocoa through the Nestle Cocoa Plan and Rainforest Alliance certification. The KitKat brand dates back in 1911, when the terms "Kit Kat" and "Kit Cat" were registered as trademarks by the Rowntree confectionery in the UK, which was bought by Nestle in 1988. In 2013, Google partnered with Nestle whereby version 4.4 of the Android operating system was named "KitKat". In 2020, KitKat won the Lausanne Index Award – Best Packaging.
*The delicious, sustainably sourced cocoa you love. We contribute to improving the quality of life of farmers, through the Nestle Cocoa Plan and through collaboration with the Rainforest Alliance.
About Nestle
The Nestle group has been present in Romania since 1996, among the brands in its portfolio are NESCAFE, NESQUIK, Chocapic, KitKat®, Lion, JOE®, After Eight, MAGGI®, Purina, NAN®, GERBER®, Nespresso, Optifibre, etc. In Romania, Nestle also got involved in ecological and social responsibility initiatives. In the last 3 years, the company planted 75,000 trees, which will contribute to achieving the goal of zero net carbon emissions by 2050.
Nestle global initiatives:
In 2017, Nestle took several steps to accelerate progress towards the 2030 goals, as part of actions to improve the quality of life and contribute to a better future. Among them are the consolidation of the "Nestle for Healthier Kids" program, the expansion of the "Nestle needs YOUth" initiative and the development of sustainable environmental performance management activities. Nestle maintains its position as a global leader in the food and beverage industry through its portfolio of healthy products accessible to consumers. The Access To Nutrition Initiative (ATNI) Global Index assesses the world's 25 largest food producers, focusing on their nutrition policies, practices and performance. Nestle's top position is recognition of its ongoing commitment to nutrition and health, as well as its commitment to help address the global challenges of obesity and undernutrition.
Nestle for Healthier Kids
The "Nestle for Healthier Kids" program was created to unite all Nestle efforts that support parents and guardians to raise healthier children, from research activities and product formulation to innovative education and nutrition services for a healthy lifestyle. In Romania, these efforts are found under the umbrella of the program "And I live healthy - SETS", initiated by the PRAIS Foundation, as well as "Traista cu Sanatate" under the guidance of the Healthy Traditions Foundation. The NutriPortion and VeggiePortion educational tools, as well as the Nestle for Healthier Kids recipe book, are part of the company's educational portfolio.
Nestle needs YOUth
Nestle's ambition for the global youth initiative "Nestle needs YOUth" is to help 10 million young people around the world gain access to career opportunities by 2030. This global initiative combines and coordinates all activities that support young people around world, including the efforts of the Alliance for YOUth.
Nestle for a Waste Free World
Nestle wants its products to be not only tastier and healthier, but also better for the environment. Nestle's ambition for 2030 is zero impact on the environment, focusing its efforts on reducing carbon dioxide emissions, biodiversity, and packaging management.
