Special K launches new granola for slimmers
New Special K Granola will hit the shelves later this month and is 30 per cent less fat * than most other granolas helping it to stand out from its crowd of competitors.
It is also fortified with 6 B vitamins and iron and will be available in two varieties: Raisins & Red Apples; and Cranberry, Pumpkin Seeds & Almonds –containing real fruit and nut inclusions.
Kellogg’s said it believes the entry of its biggest brand into the £34m granola segment will help fuel further category growth to a market which is seeing a 44 per cent uplift in sales year on year.
Pooja Sahgal from Special K said: “You need to stay on top of the trends and the demand for granola is huge right now which is why this was an obvious move for us.
“We believe we can play an important role here as there is a real gap in the market for ‘healthier’ granolas and we are helping to bridge that by offering a product which is targeted at slimmers.
“Special K Granola has strong USPs because it’s 30 per cent less fat than most other granolas, as well as being fortified with essential vitamins and minerals - so we are bringing a real point of difference to the category which will drive sales.”
Kellogg’s is investing in a £3.2m support package to launch Special K Granola including a new TV advert, sampling and digital activity.
Special K Granola will be in all major supermarkets from February 2014, with a RRP of £2.99 for a 370g bag.
Special K is Kellogg’s biggest cereal brand worth more than £92m.
For more information visit www.specialkgranola.eu