• August 22, 2007

Kellogg's Special K brand has launched Special K2O Protein Water Mix to appeal to consumers who are trying to manage their weight.

A full marketing mix, including TV, print and online, supports the product, according to company spokesperson Kris Charles. "Special K is about supporting women as they reach for their weight-management goals," she says. "Our marketing is about the difference Special K products can make in the life of weight-conscious consumers with all-day, weight-management solutions."

Special K2O Protein Water Mix is available in Iced Tea, Strawberry-Kiwi and Pink Lemonade flavors, and helps weight managers to take the edge off hunger between meals and stay hydrated. It joins the line's Protein Water and Protein Meal Bars and Snack Bars.

The water mix contains five grams of protein and comes in single-serve packets. It is available nationwide in grocery and drug stores.

--Nina M. Lentini