Kellogg adds fibre to Special K range

Posted by Josette Dunn on 18th August 2010

Kellogg’s Special K brand in the U.S. has reformulated many of its cereals to include fibre, offering more positive nutrition to a brand long associated with weight management.Many Special K brand cereals are now a good source of fibre, with three grams per serving.  Special K cereal flavours that now offer fiber include Red Berries, Fruit & Yogurt, Cinnamon Pecan, Vanilla Almond, Blueberry and Chocolatey Delight.

“We’re excited to add positive nutrition to our portfolio of weight-management cereals without sacrificing the great taste consumers expect from the Special K brand,” said Jesper Lund Jacobsen, senior brand manager, Special K brand. “Special K cereals will continue to provide people with a simple solution to help them achieve realistic, attainable weight-loss goals.”

Why Fiber

Fibre is an important nutrient that fewer than one in 10 Americans get enough of on a daily basis.  Studies show that consumption of fibre is associated with lower body weight measures in U.S. adults.

“We’re confident consumers will agree that Special K cereals with fibre will provide the same great taste they’ve come to expect, so we’re offering a money-back guarantee,” Jacobsen said. “If consumers don’t like the taste of reformulated Special K cereals, they can visit to let us know why and we’ll refund their money.”

In June 2009, Kellogg Company set a goal that the majority of its U.S. ready-to-eat cereals would be good sources of fibre by the end of 2010. The introduction of Special K cereals with fibre helps make good on that commitment.