Kellogg’s is launching a new snack biscuit from Special K.
The first ever biscuit to be launched by Special K, which is the number two selling cereal snack brand in the UK, the move represents an attempt to take the brand from its breakfast heartland to other eating occasions.
Kellogg’s hopes the launch will bring more people into the cereal snacks category – specifically women who are looking to watch their weight.
Special K Biscuit Moments will be available in two flavours – strawberry and blueberry – from August with an introductory price marked pack of 35p for a single serving sachet of two biscuits.
New Special K Biscuit Moments aims to help convenience retailers capitalise on this by offering a product which is 99 calories per two biscuit serving.
The launch of Special K Biscuit Moments will be supported by £3m worth of advertising, sampling and retailer support.
The product will be available in a lower case collation of 20, making it more accessible to cash and carry shoppers.
A mixed shipper containing Special K biscuit moments and Kellogg’s other recent launch, new Nutri-grain breakfast biscuits, will be available for convenience retailers.
Special K will be investing £3m in marketing to support the launch of the new product including television advertising, digital and outdoor.