Kellogg’s is bringing its Joyböl brand to the UK this month, at it targets urban millennials with what it describes as “the UK’s first packaged smoothie bowl”.

Joyböl is an all-in-one fruit smoothie containing a mix of grains, nuts, seeds and fruit in a vibrant on-the-go pot. To consume, cold water or milk is stirred into the pot.

The shelf-stable products are available in three flavours:

  • super berries and acai
  • strawberry almond quinoa
  • mango and coconut.

Recognising the value in targeting millennials – which Kellogg’s said represent 14% of the UK population – the Joyböl brand has been developed by a small group of food developers.

A spokesperson for Joyböl said: “Search #SmoothieBowl on Instagram and you’ll see at least 1.5 million posts appear from people sharing their food experiences.

“Joyböl is launching into an environment where our target audience of urban millennials is set to be worth 75% of all packaged food growth by 2025.

“This, combined with the ‘deskfasting’ habit already representing 12% of breakfast occasions, sets Joyböl up to take advantage of both the trend and the long-term behaviour of busy, on-the-go consumers.”