shopping at a supermarket in Nigeria credit: FT

by Niyi Adekanye

Kellogg’s has introduced its Go Grains breakfast cereal that would challenge the dominance of Nestle’s Goldenmorn in the Nigerian market. Goldenmorn is the longstanding market leader in the country’s breakfast market, especially in the children’s segment .Yet, Kellogg’s has been chipping away at that position in recent years—with its long entry of popular cereal products.

Go grains is a multi-grain product howbeit, based on soyabeans. Go Grains was launched earlier in the year, April,2022. The new brand product is strongly backed by Kellogg’s local distribution muscle. 

Kellogg’s and local partner, Tolaram Group began local production of several popular Kellogg’s brand products as Cornflakes ,Frosties,Rice Crisps,Cocoa Pops, and fruit n fibre, since 2017.

Perhaps, to defend against Go Grains’ challenge , Goldenmorn launched an in-store sales promo, August dubbed Bounce Back To School, offering school age children gifts such as school bags and water bottles.