Kellanova plans to scale its snacks, expand in India’s breakfast market
Kellanova is leveraging its multiple manufacturing facilities and deep distribution network to maintain momentum.
INDIA – Kellanova, the global snacking and cereal giant formerly known as Kellogg’s, is making a strategic push to capture a larger share of India’s growing breakfast market, focused on scale and innovation in both cereals and snacks.
With a renewed focus on scale, high-growth categories, and operational efficiency, the cereal giant is doubling down on products like muesli, chocos, and cornflakes while steering away from slower-moving local experiments.
India’s ₹4,000 crore (US$450.96M) ready-to-eat breakfast segment has become a battleground for both legacy brands and startups.
Players like MTR, ID Fresh, Marico, and PepsiCo are promoting oats and wholegrain-based options, while newer entrants offer localized, health-focused products at steep discounts.
Amid this, Kellanova is leveraging its multiple manufacturing facilities and deep distribution network to maintain momentum.
“We’re prioritizing faster-growing segments like muesli over slower bets such as upma,” said Prashant Peres, Managing Director of Kellanova India and South Asia.
The company had previously tested traditional Indian breakfast formats, such as upma, which received positive feedback but lacked the scalability and growth potential of its core offerings.
Kellanova reported a strong start to 2025, bouncing back from a sluggish previous year with double-digit growth. Its strategy hinges on operational scale and brand familiarity, giving it an edge over newer competitors vying for a modest 3-7% market share.
The company is also advocating for greater accountability in India’s influencer ecosystem.
Executives raised concerns about unregulated voices critiquing packaged foods while simultaneously promoting their own ventures, calling for clearer standards and transparency.
Globally, Kellanova is awaiting final regulatory clearance for its merger with Mars’ snacking division, which has already received approval from 27 of 28 regulators.
The merger could further strengthen its snack portfolio in India, adding brands like Cheez-It and Pringles to its breakfast-centric lineup.
Kellanova’s India journey began in 1994 with the establishment of its first manufacturing plant, followed by a second unit in 2016 and an R&D centre dedicated to developing products for emerging markets.
While the company continues to explore localized formats, its current bet is on scale-driven growth and snackable innovation.
As consumer preferences shift toward convenience and health, Kellanova’s blend of global expertise and local adaptation positions it to take a bigger bite out of India’s evolving breakfast table.
Kellanova reinvents its 1906 corn flakes original with enriched multigrain innovation for India
In 2025, Kellanova launched Kellogg’s Multigrain + Corn Flakes exclusively for the Indian market, combining five nutritious grains: ragi, wheat, barley, rice, and corn, into a single cereal.
This category-first innovation aims to appeal to health-conscious Indian families by delivering high iron, fibre, and essential vitamins, such as B-complex and vitamin C, alongside high-quality protein.
The launch underscores Kellanova’s commitment to redefining the breakfast staple with improved nutrition and a multisensory taste that resonates with evolving local preferences.
Prashant Peres, Managing Director of Kellanova South Asia, emphasized the company’s focus on making breakfast more relevant and enjoyable for Indian consumers while driving growth in the ready-to-eat cereal category.
He noted that while Indian consumers increasingly seek nourishing and tasty breakfast solutions, the challenge remains in expanding the cereal market responsibly, avoiding excessive discounting seen with new entrants.
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