hero cereals daybreak

HERO

CEREALS

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BRAND HISTORY & FUTURE

• Established in 1990 by Guy Herrod

• Previously manufacturing only sugar cereals

• Now developing new products which will turn the company in a new direction, providing consumers with more healthy and environmentally responsible options.

TRENDS

• 65% of adults are skipping breakfast

• More consumers opting for healthy breakfast options

• Food bloggers gaining more influence

• Significant growth over past six years in hot cereals and muesli

WHY THE BREAKFAST BAR SEGMENT?

• Breakfast bars and liquid breakfasts are rising in market share

• They offer a convenient breakfast solution to busy Australians

• There is an opening for a healthy low-sugar bar, to compete with sugar-laden bars and preservative-high liquid breakfast drinks

THE PRODUCT

• No artificial flavourings, colourings or preservatives

• Minimally sweetened with stevia

• Contains sunflower seeds, pepitas and linseeds for healthy fats & amino acids

• Minimal recyclable packaging to avoid waste

• Priced at $3.99 per bar

• Breakable- half for now, half for later

• Sold through a range of distribution channels for great convenience

TARGET CONSUMERS

• Males and females aged 18 - 30

• Professionals and students

• Time-poor & tech-savvy

• Moderately concerned about health

EMOTIONAL APPEAL

• No more missed-breakfast guilt

• Satisfies an early morning craving

• Takes the stress out of decoding nutritional information by using very simple ingredients.

EXPERIMENTAL

• New flavour and ingredient combinations already being discussed

• Wide distribution range including vending machines, cafes, offices, and cafeterias

• Taking Hero Cereals in a totally new direction.

EXPECTATIONS

…Daybreak breakfast biscuits will provide those health conscious with a convenient solution, and become the leading product in the Breakfast Bar category…

HERO CEREALS

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