• Ad Age , Wednesday, November 8, 2006 11 AM

Special K, which has become Kellogg's leading brand in the five years since it embarked on a diet positioning, is being aggressively extended. The scarlet K will appear on everything from protein meal bars to Personal Trainer watches that calculate calories burned and are already sold in the U.K.

Its new Special K20 Protein Waters will appear in the pharmacy and diet and nutrition aisles, where consumers are not used to seeing the brand. Kellogg will also launch Special K Chocolatey Delight this January to help assuage consumers' cravings come diet season.

Advertising for the new lines will hit in January, touting their ability to help consumers stay on track with their weight-management goals. In a related development, Alan Gravely, a former marketing executive in Kellogg's frozen-foods division, has been named to the new position of vice president, marketing of health and wellness.

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