Kellogg has launched a new low fat cereal to appeal to consumers conscious about weight management.
Special K Fruit and Nut Clusters was launched on Friday at an annual Kellogg trade event. The cereal combines Special K flakes, raisins, cranberries and apple - together with hazelnut clusters.
“We expect Special K Fruit and Nut Clusters to follow the success of Special Oats and Honey, which has delivered £11.7M in value sales since its launch in 2008,” said Laura Keay, Special K brand manager.
Kellogg’s will support the launch with a marketing and advertising campaign and expects the new cereal to deliver £12.M in retail sales by the end of 2010.
The company is also currently planning the re-launch of its Nutri-Grain Soft Bake brand and is adding “more fruit filling” to the bars. The re-launch will be supported by a £2.5M media campaign.
“We are continuing to invest in our business and in new product development, at a time when most manufacturers are decreasing their spend. We believe this will make our brands stronger when economy makes a recovery,” added Kevin Brennan, Kellogg’s marketing director and general manager snacks.