Brief Description: Research showed that 70% of consumers snacked regularly or sometimes during the morning. Recognising the huge potential within the snacking and convenience market, Kellogg's developed a portfolio of healthy snacks. Within 3 years of its launch, Nutri-Grain was category leader with the brand exceeding volume targets by 27% and having a market share of 40%---(TAGS)---Full Title: Kellogg's Nutri-Grain - How advertising helped build Kellogg's franchise in a new category ; Number: 2000/09; Brand: Kellogg's Nutri-Grain ; Client: The Kellogg Company of GB Ltd ; Product Category: Food (Cereals) ; Food (Snack foods inc. crisps, nuts etc.) ; Agency: Leo Burnett ; Author: Janey Bullivant ; Prize Winners: 3 Star (Adworks ref: Advertising Works 11)