Special K Nourish

The ongoing reinvention of Kellogg’s Special K

One of Kellogg’s oldest brands, Special K, is also turning out to be one of its “newest” brands. That’s because the cereal maker has continued to expand and actually reinvent the brand for a decade now — including some major just-announced innovations. [Click pic to enlarge]

For one thing, Kellogg will use the Special K sub-brand to go more aggressively after foodies who are fans of “ancient grains” with a new product called Special K Nourish hot cereal. It will be made with quinoa and other grains that are unfamiliar to most Americans who’ve grown up on cold cereals made out of staples like corn, rice and wheat.

Nourish will promote a satiety benefit, filling up consumers with 8g of protein and 5g of fibre per serving but yielding only fewer than 200 calories.

What’s more, when it hits US stores in July, Special K Nourish will come in individual serving cups; consumers add water and toppings that arrive in separate compartments on the lids, according to CBSNews.com.

Toppings flavors will include Mable Brown Sugar, Cranberry Almond and Cinnamon Raisin Pecan. Kellogg also will be marketing a separate line of Nourish bars in Dark Chocolate Nut, Cranberry Bliss and Lemon Twist flavors.

At the same time, Kellogg is reinventing Special K in a different way in the UK market. It has reformulated its Special K to include three grains instead of just two, added wholegrain and eight vitamins and minerals. The fat content has been slashed by 40%; salt reduced by 11% and the cereal now contains 80% more fibre.

It turns out that the company also is changing its Special K formula to stop private-label imitators from so easily copying the basic Special K ingredients. Kellogg plans to keep the new Special K recipe a closely guarded secret, the newspaper said.

“There are many copycat versions of Special K on the market — a phenomenon fairly unique to the UK — but our new recipe will really stand out from the crowd as a premium, tastier product,” a company spokeswoman told the Daily Mail.

Imitators aren’t the only issue Special K has run into in the UK…..

Brand Channel: Read the full article

Kellogg secretively reformulates Special K to outwit private label copycats

Only a handful of employees at Kellogg will be privy to the secret recipe of its newly formulated Special K brand for Europe as the cereal giant works to stave off mounting private label mimics….