Chocolate for breakfast? Kellogg’s + Hershey’s collab takes cereal to new heights in India

Is there such a thing a too much chocolate? Maybe … but that can’t a bad thing, assets Kellogg South Asia, which has formed a ‘one-of-a-kind’ collaboration with Hershey’s India to ramp up the morning meal.

A licensing partnership between the two legacy brands has produced a co-branded Chocos cereal variant, designed to make ‘the idea of breakfast with milk even more exciting’.

Kellogg’s Hershey’s Chocos is a heart-shaped cereal made from wheat and dipped in chocolate - turning milk into a slurpy chocolate dream.

While the deal may be a first in India, it’s not the first time the two industry giants have united to take cereal to new heights, debuting their collaboration in 2018 with the introduction of Hershey’s Choco Bits in Japan, firstly in Milky Cream, followed by Melty Chocolate, Matcha White Chocolate and then Strawberry White Chocolate in early 2021.

The range was an instant breakfast hit at the breakfast table - particularly among younger set - but what really resonates with Japan’s extensive cohort of social media diehards are the eye-popping photo ops. The typical Japanese breakfast comprises rice, miso soup and dishes like fish and pickles, but a lot of households are opting for more Western-style offerings, and Kellogg Japan was quick to market it as more than just a cereal - doubling as a fruit salad, parfait or even toast topping.

The power of brand licensing

It is also not the first time that either multinational has tapped into the power of brand licensing to appeal to a wider audience.

Kellogg is one of the world’s leading licensors, with hundreds of licensees forged with brands ranging from Ferrara’s Brach’s to toy maker Mattel and the mass-adored Walt Disney.

“As we continue our long term licensing strategy, we’re focused on sustained brand growth by creating quality products that strengthen consumers' emotional bond with our company,” said a Kellogg’s spokesperson.

Added Hershey’s, “We’re always finding new and unique ways to connect with consumers. Through licensing partnerships, we collaborate with brands, artists, and influencers to reach current and new consumers in creative ways.”

According to the Steven Ekstract, brand director of global licensing group UBM, the $315+bn licensing industry offers a smart strategy for producers in the F&B space “to distinguish your product from every other product out there.”

It is not only a ‘no brainer’ for major food producers like Kellogg’s, Hostess Brands, Perfetti van Melle and Finsbury Food Group but also an chance for smaller bakery and snack producers “to expand their footprint into other sectors within the F&B space, as well as completely new arenas,” Amanda Cioletti, content director of License Global, told Bakery&Snacks.

The best of two brands

The rollout of the Kellogg’s Hershey’s Chocos across multiple channels and stores in India is being supported by an extensive marketing campaign, including a TV commercial that features an endearing conversation between a young boy and his dog, intended to zero into the heart of its target audient.

“With schools set to reopen, homes across the country will witness the age-old morning rush as kids hurry to get to school and parents hurry to get them ready,” said Vinay Subramanyam, senior director of Marketing, Kellogg South Asia.

“During such times, a new offering such as Kellogg’s Hershey’s Chocos will be warmly welcomed by both children and parents. The product promises to be ‘too much chocolatey fun’, making the idea of breakfast with milk even more exciting.

“In a one-of-a-kind collaboration, Kellogg’s Chocos and Hershey’s, two legacy brands, have come together to create an irresistible chocolatey experience that kids will love.

“We believe this new delicious breakfast cereal will provide kids with a satisfying boost of energy in the morning before embarking on their school day adventures. It might even find its way into their school bags as a yummy snack.” 

Added Ankit Desai, director, Marketing, Hershey India, “We are thrilled at the prospect of bringing together two iconic brands that have long been the choice for millions of consumers.

“Through this launch, we aim to combine Hershey’s much-loved premium, chocolatey experience with the crunch of Kellogg’s Chocos.

“We will be bringing this association live across multiple channels and stores, bolstered by an endearing campaign with an intent to bring smiles to millions of consumers.”