Cereal company Kellogg’s has launched a meal delivery service in East London through Deliveroo. Kellogg’s Kitchen Creations includes meals based on Kellogg’s cereals and snacks including Coco Pop Bubble Crepes, Crunchy Nut Shake and Nutri-Grain Cheesecake Bar.
The global breakfast giant is exploring new avenues for growth as it seeks to rebuild momentum in the UK after returning to revenue growth last year for the first time since 2014.
“In our 97-year history of selling food in the UK, this will be the first Kellogg’s kitchen delivering meals inspired by our cereal and snacks directly to people in their homes. We’re excited to see how people react to the food we are offering and if it’s something we can continue to do in other parts of the UK in the future,” Kellogg’s Kitchen Creations manager Ben Ellis said in a statement.
Deliveroo Editions are kitchen-only operations through which local restaurants produce meals for online consumers only. They can help businesses reach new customers in areas where they don’t already have an establishment.
Last week Deliveroo opened its second kitchen site in Australia at Collingwood in Melbourne, with 25 restaurant brands getting onboard.
“We’re really excited that major brands such as Kellogg’s are recognising the value of Deliveroo Editions,” said Yannis Alivizatos, general manager of Deliveroo Editions (UK).
“Our delivery-only kitchens will help them test new menus, reach more customers and grow their business. Deliveroo is proud to lead on innovation in food delivery to champion our restaurant partners and drive their growth.”