Health and fitness, and the need for regular exercise have never been on the public agenda so frequently. In the last five years, the UK gym industry has seen a 43 per cent growth and currently five million people have memberships. The increasing demand to balance hectic work and family schedules, has seen consumers opt for gym or sport centre memberships as the most convenient and flexible way to get fit. However, exercise alone is not sufficient for healthy living, the diet that accompanies an exercise regime is equally as important.

Breakfast is considered the most important meal of the day, yet a staggering 43 per cent of consumers regularly skip breakfast. When you relate this statistic with the ‘fuel’ needed for a gym workout or a swim, the need for a healthy breakfast or a snack which is rich in carbohydrate becomes even more important.
 
To accompany the growth in gym or sport centre usage, there has also been a growth in the number of catering provisions within these establishments. In 2007, currently, over 100m meals are served in a gym or sports centre environment, and in tandem, there has also been a significant increase in the number of ‘healthier’ vending machines sited. Caterers have seized the opportunity this growing market presents by extending their offering to provide foods which support a healthier lifestyle and introduce members to new foods and ways of serving them.

Caterers are continuously feeling the pressure to deliver quality products that will leave a lasting impression on consumers. Every consumer requires a good start to the day, and breakfast plays a key role in achieving this. Think breakfast cereal, and most people think Kellogg’s. In recent years Kellogg’s has worked closely with a number of leading fitness providers to ensure Kellogg’s cereal favourites are served to customers, in the most efficient and appetising ways possible. Kellogg’s now offers a range of formats to meet the demands of the leisure industry, but with no compromise to range choice, quality or taste.

Kellogg’s cereals are now available in three distinctive formats:

Portion-Pak
Kellogg’s Portion-Pak range provides a wider choice of 14 family, cereal favourites. Portion-Pak offers a ready-to-display, single-serve portion with minimal waste. All packs are fully branded providing a familiar and much anticipated sight for customers. Best sellers include Kellogg’s Corn Flakes, Special K, Crunchy Nut and Fruit ‘n Fibre.

To Go Twinpot
Kellogg’s To Go Twinpot is the ultimate portable cereal offering. With its patented design, To Go Twinpot is a unique, ready-to-serve pack comprising a serving of cereal (available in Kellogg’s Corn Flakes, Crunchy Nut and Frosties), milk, sugar and a disposable spoon. To Go Twinpot can be stored ambient and then served chilled, and provides a convenient, hassle-free cereal choice for time-pressured consumers.

Bag-Pak
Kellogg’s Bag-Pak is a larger cereal format which is perfect for small to medium sized operations where value for money is the key objective. With a range of nine leading Kellogg’s brands, the Bag-Pak range allows caterers to provide the cereals customers love with cost efficiency in mind.

The cereal bar market is growing at 14 per cent year on year, and the leisure sector is no exception to this growth as demand for snacking solutions grows. Consumers are increasingly looking for healthier options to traditional confectionery, in fact, 45 per cent of consumers state they search for smarter options when making a snack purchase. Kellogg’s is the market leader in cereal snacks with a 61 per cent share and holds seven out of the top 10 sellers.  

Whatever need states caterers are looking to satisfy, Kellogg’s has the cereal bar solution. For shape conscious consumers, Special K bar with less than 100 calories per bar is the number one seller. Consumers with more indulgent tastes, need look no further than Rice Krispies Squares Marshmallow and Crunchy Nut Chocolate Peanut Crisp Bar. And let’s not forget, the number one Nutri-Grain brand; worth £46m and still growing at 31 per cent!

Look out for new and exciting product launches in the coming months