• Brandweek, Friday, June 11, 2010 10:45 AM

As part of Brandweek's annual "Superbrands" reports, Elaine Wong takes a look at Kellogg's successful reformulation of the venerable Special K brand last year. Sales of the No. 4 brand in the $6.6 billion ready-to-eat cereal category rose 12.9% to $249.9 (excluding Walmart stores), according to SymphonyIRI, after fiber was added to the recipe.

The company used social media to engage weight-conscious consumers, Wong reports, and this year the brand kicked off a "Be victorious" campaign on morning TV news programs that prompted people to visit a Web site built in partnership with MSN.com. Once there, consumers can get advice and tips from health experts and peers engaging in Kellogg's Special K Challenge, which calls for replacing two meals a day with the brand's products.

Kellogg also introduced Special K fruit crisps, low-fat granola, multigrain crackers, and on-the-go protein and fiber-laden shakes last year. While acknowledging that consumers are very price-conscious nowadays, "there is also increasing awareness about nutrition, health and wellness, and we believe Kellogg is well positioned in these areas," says Jose-Alberto Duenas, Kellogg's vp, U.S. ready-to-eat cereal marketing.

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