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Kellogg's Australia Pty Ltd has been trading in Australia since 1927. Having
established itself as a national icon, Kellogg's recognised the potential of the
new growth category of 'nutritious snacks' in the late 1990s. To take advantage of
this opportunity, in 1997 Kellogg's launched their new range of cereal bars -
a product designed for snacking anytime.
Their power branded 'Crunchy Nut Cornflakes', 'Just Right' and 'Sustain' cereal
bars have had a huge impact on the route trade nation-wide. Other innovations
have seen the successful introduction of LCM's Rice Bubble Treats and Coco Pops Bars
to the children's and teen markets. The company's proactive approach to these new market
opportunities has established it as a serious player in the 'nutritious snack' sector.
YBD Pty Ltd is an Australian owned and operated company that manufactures and
imports quality products for the Australian marketplace.
The Nana Diver's brand of muesli slices was first manufactured in 1991, and has
since enjoyed great success. The company's decision to import brands such as RJ's
Licorice Logs, the only single wrapped licorice in the Australian market, again
indicates their commitment to innovation. This expansion within the YBD product
range has resulted in exponential company growth, with annual sales reaching AUD$11
million in 1998.
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