Special K launches new three-grain, lower sodium cereal

Posted by AFN Staff Writers on 26th February 2014
Kellogg Australia has reformulated Special K

Food manufacturer Kellogg Australia has launched a new recipe for its breakfast cereal brand Special K.

The new three-grain recipe includes added ‘wholegrain’ oats and “contains around 15 per cent less sodium”, according to Kellogg Australia.

Kellogg Australia said its iconic breakfast brand was set to take a new “healthier” direction in 2014, with the recipe makeover being the first significant step.

“As a brand, we’ve been on a long journey with Aussie women to help them eat well and live an active lifestyle,” said Kate Harris, Special K Senior Brand Manager. “That’s why we’ve improved our recipe, making it more nutritious, but still with the same great taste,” she said.

The new breakfast cereal recipe will be used across all varieties of the Special K range, including all snacks that feature the Special K flake. The new recipe represents a step change for the brand within Australia, with this being the first time in the brand’s local history that a recipe adjustment of this nature has been implemented.

“It’s great to see an iconic brand like Special K taking a really positive step forwards and providing consumers with great tasting and nutritionally rich breakfast options,” said Nicole Senior, Accredited Practicing Dietitian. “Special K contains protein and is enriched with essential nutrients that help unlock and utilise energy; the new recipe contains eight vitamins and minerals, including iron,” she said.

Special K is among the top breakfast cereal brands in Australia, with the brand holding 5.1 per cent value share and 3.6 per cent volume share of the $911.1 million ready-to-eat breakfast cereal category, according to market research organisation Nielsen’s Retail World Grocery Guide 2012.