Kellogg's Special K Brand Expands Product Portfolio
PROMO Magazine, Monday, June 26, 2006 11:30 AM
Kellogg Co.'s Special K brand is getting bigger and healthier. Long positioned as one of the cereal marketer's most prominent diet and health-oriented products, Special K will soon include a new line of protein-fortified products such as Special K20 Protein Waters, Special K Protein Snack Bars, and Special K Protein Meal Bars. The new products join cereal, cereal bars, snack bites, and waffles in the Special K portfolio, and will be supported with an aggressive advertising campaign. Kellogg plans to position the line as nutritious "shape management" tools, targeting consumers interested in weight loss--and is counting on retailers to help. "Retail acceptance of our new products for the pharmacy aisle of grocery stores and the diet and nutrition aisles of drug stores has been extremely positive," said Mark Baynes, senior vice president-marketing for Kellogg's Morning Foods division. Special K cereal sales topped $276 million--up 14 percent for the 52 weeks ended May 21, per Information Resources, Inc. Its cereal bar sales are $85.5 million--up a whopping 65.5 percent for the time period in food, drug, and mass outlets excluding Wal-Mart.
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