Carmel Balala - Kellanova

When Kellanova separated from Kellogg Company in 2023, it sharpened its ambition to become a global snacking leader. For Carmel Balala, Senior European Away From Home Channel Strategy Manager, that ambition is particularly visible in the Away From Home (AFH) channel. From convenience stores and cinemas to pubs, hospitals and leisure venues, growth is no longer simply about increasing distribution. It is about understanding consumer occasions, tailoring propositions to different environments, and making brands visible where people create memorable experiences.

In this interview, Carmel shares how important brand growth, with brands like Pringles and Cheez-It, is , why consumer understanding sits at the heart of innovation, and why Away From Home will play an increasingly important role in building long-term brand equity.

Away from Home is about Occasions, not Channels

When defining , Away From Home, it is much broader than foodservice alone. It includes convenience retail alongside a wide variety of environments such as cinemas, pubs, hospitals and leisure locations. While each environment looks different, Carmel believes they all have one thing in common: consumers are buying for a specific occasion. "The biggest opportunity is understanding the right occasions in the different Away From Home environments."

That makes the channel fundamentally different from traditional grocery retail. Rather than simply placing the same products in different outlets, brands like Pringles focus on matching its proposition to the shopper mission. Sometimes that means adapting pack sizes or formats rather than changing the product itself.

The challenge is the complexity of the channel. Grocery retail offers scale and frequent shopping trips, whereas Away From Home consists of many different environments, each with its own consumer needs and purchasing behaviour. However, Carmel sees a major advantage in return. "Grocery gives you scale, but Away From Home gives you much stronger visibility for your brand. That mental availability really resonates in many of those environments."

This visibility creates a halo effect that extends beyond the purchase itself. Consumers remember brands that accompany enjoyable experiences, whether that's a cinema visit, a night out with friends or grabbing a snack while travelling.

“Grocery gives you scale, but Away From Home gives you much stronger visibility for your brand. That mental availability really resonates in many of those environments.”

Growth comes from Continiuous Brand Building

One of the strongest examples of brand growth strategy is Pringles. It remains the company's fastest-growing brand in Europe and has now grown into a billion-dollar brand.

Rather than relying on one successful product, Pringles continues to evolve through constant renovation. Flavour innovation plays a major role, with limited editions complementing the brand's core flavours. Strategic collaborations also help the brand stay culturally relevant.

"We're very intentional about choosing the right collaborations." Recent partnerships with brands such as Mario and Xbox illustrate how Pringles uses popular culture to create excitement around the brand without losing its distinctive identity.

Beyond innovation, Carmel highlights the importance of Pringles' distinctive assets. The iconic can and unique chip shape immediately set the brand apart on shelf. While many competitors have tried to imitate the concept, these recognisable brand assets continue to provide strong differentiation.

“We're very intentional about choosing the right collaborations.”

Building New Brands through Trial

Launching an entirely new brand requires a different approach from supporting an existing market leader. Cheez-It, already a major success in the United States, is currently being rolled out across Europe, starting with the UK, Ireland and Germany.

Carmel explains that trial has been central to the European launch. "We've done a huge amount of sampling to ensure consumers can taste the product and understand the proposition."

Supporting that trial is clear communication around what makes Cheez-It different: a baked cracker made with 100% real cheese. Combined with strong advertising and promotional support for both retailers and consumers, this reduces the perceived risk of trying something unfamiliar.

Importantly, the innovation team has not simply copied the successful American product. "The brand is the same, but the product is quite different." European consumer preferences differ significantly from those in the US, so the recipe was specifically adapted for European tastes before launch. Carmel stresses that understanding these local preferences is essential before expanding into additional markets.

“We've done a huge amount of sampling to ensure consumers can taste the product and understand the proposition."

Consumer Understanding drives every Innovation

Whether launching a new flavour, a new pack format or an entirely new brand, innovation always starts with consumer insight. "We do a huge amount of research before we launch a new product, a new flavour or a new pack format."

The business combines multiple data sources, including category trends, consumer research and shopper insights, to identify opportunities. Innovation is never pursued simply because something is technically possible.

Instead, the company carefully considers what consumers want, what they are talking about and whether any innovation fits the existing brand. "We always want to stay true to the brands that consumers already know, love and enjoy."

For Carmel, protecting brand equity is just as important as driving novelty. Every innovation should strengthen the brand rather than dilute it.

“We do a huge amount of research before we launch a new product, a new flavour or a new pack format."

The Future Belongs to Brands that Balance Indulgence and ''Better for me''

One of the biggest consumer shifts Carmel observes is the growing balance between indulgence and healthier choices. Consumers still want rewarding experiences, particularly in Away From Home environments where treats are closely linked to leisure occasions. At the same time, they're increasingly looking for products that feel like a better choice. "It doesn't necessarily mean healthy, but it is better for them."

This trend is shaping innovation across salty snacks. Flavour innovation continues to drive category growth, while texture innovation provides new sensory experiences. At the same time, baked products and other "better-for-you" formats allow consumers to enjoy indulgent snacks while feeling they're making a more balanced choice. Carmel expects this balance to remain one of the defining trends over the coming years. "I think brands that can really deliver on that balance will win in the future."

Building Brands where Consumers Create Memories

Looking ahead, Carmel believes the role of Away From Home will only become more important. Consumers increasingly expect brands to meet them where they are, rather than relying solely on supermarket shelves. The real opportunity lies in becoming part of memorable moments.

"If your brand is present in those memorable occasions, that's where you'll build much stronger brand equity." Whether consumers are visiting the cinema, enjoying a meal with friends or picking up a snack during a journey, these occasions create emotional memories that strengthen long-term brand associations.

Although grocery retail will always remain important, Carmel believes sustainable growth will increasingly come from understanding occasions aligned to different channels. Brands that combine strong consumer understanding with continuous innovation and meaningful presence across Away From Home environments will be best positioned to grow in the years ahead.

"If your brand is present in those memorable occasions, that's where you'll build much stronger brand equity."