UNITED KINGDOM – Kellogg’s is making strides to capitalize on the U.K.’s snack food potential by focusing specifically on convenience stores, reports TalkingRetail.com.  

Kellogg’s unveiled a new sales force structure that includes 12 retail development representatives (RDR) and three regional managers. The new team will focus on supporting smaller retailers as well as non-traditional convenience outlets such as sandwich shops, notes the Web source. RDRs will help provide tailored services for retailers and help provide the right product mix for their customers, as well as insights on consumer behavior.

Kellogg’s also named Jean-Yves Heude as its U.K. general manager of sales and snacks. “Consumers are looking for healthier diets as well as convenience. Kellogg’s mission is to continue to grow the cereal category, and bring consumers alternatives to some of the traditional snacks on the market…Snacks is an impulse category and we need to be in the right location when a consumer is looking to buy, the convenience channel has a critical part to play in this,” he said.