Breakfast cereal manufacturer Kellogg’s is expanding its portfolio with the launch of Kellogg’s Chocolate Muesli with the tagline, Mmmmuesli, reported the Economic Times (ET).

The new chocolate variant of muesli, Kellogg’s Chocolate Muesli, comprises rich, indulgent chocolate with multiple grains, fruits, nuts and seeds.

Adgully Bureau reported that the brand plans to make the new cereal available in a trial pack size of 75gm and a bigger family pack of 450g.

Kellogg South Asia marketing senior director Vinay Subramanyam said: “We understand that taste plays a pivotal role in our daily food choices. Kellogg’s Chocolate Muesli is, by leaps and bounds, the tastiest Muesli one can have. One can spend a lot of time describing why this blend of multi-grain fruits, nuts, seeds and chocolate is so delectable.

“It is beautifully baked, is astonishingly crunchy and tastes great as a breakfast and equally awesome when you have it with dessert. However, true pleasure is felt and not described and therefore we all unanimously agreed that the proposition.”

For the launch, Kellogg’s has unveiled a multi-media communication campaign that is conceptualised by Ogilvy.

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The 360-degree campaign is being launched across various media channels, digital platforms and other social media channels.

Ogilvy India executive creative director Rohit Devgun said: “Chocolate in a breakfast bowl isn’t normal. So why would someone eating it express the same normally? That is what we captured with our new campaign. That this rich, chocolatey deliciousness doesn’t make your taste buds just go mmmmmm, it makes them go mmmmmuesli.”

Kellogg’s Chocolate Muesli is said to join the ranks of Kellogg’s Muesli with 20% nuts delight, Kellogg’s Muesli with 21% fruit, nut & seeds, Kellogg’s Muesli with 0% added sugar, Kellogg’s Muesli with 22% fruit magic and the Kellogg’s Pro-Muesli with 100% plant protein.

The launch is part of Kellogg’s commitment to providing nutritious and diverse breakfast choices.