Kellogg’s is bringing its Special K Cracker Crisps brand from over the pond to the UK.
The move into the UK crisps category by Kellogg’s comes after enjoying success with the product in the US and in Canada where the company saw 18pc category growth following the launch.
Kellogg’s says Special K Cracker Crisps has “game changing” incremental sales potential for the convenience channel in the UK as the brand targets women who love crisps, but see them as a guilty pleasure to be avoided.
Kellogg’s says Special K Cracker Crisps won’t leave women feeling short changed – they are flavoured, crunchy and have less than 100 calories for a portion.
The launch of Special K Cracker Crisps at the end of September will be backed by promotional and PR support followed by a £3m support package in January 2013.
Plus there will be bespoke promotions across the Specialty accounts in Q4 to help drive distribution, awareness and trial in the channel.
Made from potato and wheat, Special K Cracker Crisps come in three flavours: sea salt and balsamic vinegar, sweet chilli and sour cream and onion.
They’re available from the end of September 2012.
They come in a unique 100g sharing carton for £1.99 or individual bags for 60p.