KELLOGG DEBUTS NEW RICE KRISPIES SQUARES FLAVORS
By Adnews Staff
Etobicoke, Ontario-based Kellogg Canada has launched an in-store sampling program and national TV campaign in support of two new flavors of Rice Krispies Squares: chocolate and peanut butter chocolate. "With 68% of Canadians snacking at least once or more a day, snacking has become a part of our daily lives," said Christine Lowry, vice-president of nutrition and corporate affairs at the company. "The sweet snack market, which encompasses Canadians of all ages, is growing steadily and offers huge opportunity for Kellogg Canada." The original recipe for home-made squares was first created over 50 years ago. Individually-wrapped Rice Krispies Squares were introduced in 1995. The new flavors are available now in grocery stores nationally. The in-store sampling program will take place throughout June and July. The national TV campaign, which takes as its theme the "birth" of the new flavors, was created by Leo Burnett.