Kellogg’s is targeting the convenience and travel sectors with the introduction of its new joyböl brand in the UK this month.

joyböl is an all-in-one fruit smoothie bowl containing a mix of grains, nuts, seeds and fruit in an on-the-go pot. Consumers simply pour cold water or milk into the pot and stir.

joyböl pots come in three flavour combinations: Super berries and acai; Strawberry almond quinoa; and Mango and coconut.

The pots took 18 months to develop through multiple consumer trials, using real-world insights to determine a new type of breakfast option fitting with on-the-go lifestyles.

A spokesperson for joyböl said: “Search #SmoothieBowl on Instagram and you’ll see at least 1.5million 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.”

Initially targeting the convenience and travel sector, the brand launches across city centre convenience stores this month, with gradual distribution into UK supermarkets later this year.