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Published on July 13, 2007

"Koko Krunch is a flagship brand of Nestle's cereal category and has been in the local market for almost 20 years. This is its first line extension, which will help us to grow with or even faster than the market," said Siriporn Ruangthammakit, breakfast cereals manager at Nestle (Thai).

Thailand, with cereal sales of Bt600 million last year, is considered by Nestle as a priority market for the launch of Koko Krunch Duo, along with Malaysia, Singapore and the Philippines.

It aims to expand its target customers to adults.

Nestle enjoys over 50 per cent of the domestic cereals market, which is expected to grow about 20 per cent this year, thanks to higher acceptance of cereals by consumers and today's busier lifestyles of modern parents.

Koko Krunch Duo is the only breakfast cereal with a combination of dark and white chocolate. Made from wholesome grains and fortified with 11 vitamins and minerals, it is available in a 170-gram box for Bt73 at supermarkets, hypermarkets and grocery stores nationwide.

More than Bt20 million has been set aside to create brand and product awareness. An animated commercial has been airing since early last week to communicate to the public the unique chocolate combination and its nutritional benefits.

Product sampling will be rolled out to make it easy for consumers to experience the products, coupled with marketing activities at all prime locations to build engagement between the brand and consumers.

Kwanchai Rungfapaisarn

The Nation