Kellogg’s has overhauled the recipe and packaging of its Special K cereal bars in the UK alongside the introduction of four new flavours.
The company said that in response to consumer feedback it has made the cereal bars bigger – increasing in size from 21.5g to 27g – and with wholegrain oats and whole fruit pieces.
The move is part of Kellogg’s Better Starts plan which has seen it launch a range of Special K protein bars, reduce sugar and salt in its cereals, remove artificial colours and change the way it promotes its food.
Special K’s current cereal bars will be replaced by four new flavours: juicy red berry, milk chocolate, apricot and sultanas, and dark chocolate and cranberries.
Each snack has a partially transparent wrapper to display the ingredients. The multipack boxes reassure health-conscious shoppers the bars have “absolutely no artificial flavours, colours, preservatives or sweeteners”.
This year, Kellogg’s will support Special K’s cereal bar range with a £10 million media plan, reaching over 4.5 million people with its Powering You advertising campaign through TV, social media and YouTube.
Michelle Hammond, Kellogg’s UK and Ireland marketing manager for wholesome snacks, said: “When we announced our Better Starts plan back in November, we committed to finding new ways to help people make healthier choices.
“Special K is all about championing health, nutrition and better-for-you options. We’ve listened to feedback from our consumers and, instead of tweaking one or two ingredients, we’ve completely transformed the brand’s core snack range.
“Shoppers are more ingredient savvy than ever, so by simplifying the packaging, perfecting the recipe and supporting the launch with a £10 million media investment, we’re certain shoppers will be seeking out the new cereal bars on shelves.”
The cereal bars are available with a recommended retail price of £2.49 for multipacks of five and £0.55 for singles.
© FoodBev Media Ltd 2020
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