The range comprises three variants: Original, Red Berries and Almond & Honey

The range comprises three variants: Original, Red Berries and Almond & Honey

Kellogg has entered into the hot cereals category in the UK with the launch of a Special K porridge.

The cereal giant is hoping to capitalise what it said was a "burgeoning" category with Special K multi-grain porridge.

The range is targeted at slimmers and comprises three variants: Original, Red Berries and Almond & Honey. The product is made from oats, barley and rye, designed to be naturally high in fibre and contain 30% less fat than other porridges, Kellogg said.

"It's huge news that Kellogg's is finally going into the hots category," said Ruth Gresty of Special K. "The growth in this sector has been phenomenal so it's an obvious move for us. However there is plenty of opportunity to target younger audiences through Special K Porridge."

Kellogg's is investing GBP5m (US$7.7m) in a support package for the launch, which will include TV advertising, sampling, digital and PR activity.

Special K Porridge is priced at GBP1.99 for 7 x 27g sachets GBP0.99 for individual 50g pots.

Earlier this month on the firm's first-quarter earnings call, Kellogg outlined its innovation plans for Europe that it hopes will boost the group's performance in this region. This included expanding its presence in hot cereals to selected countries in September.

Show the press release

 

KELLOGG’S TURNS UP THE HEAT AND TAKES THE PLUNGE INTO THE HOTS CATEGORY

-          New Special K Multi-grain porridge is set to stir things up

KELLOGG’S is stepping out of its cold ready to eat cereal comfort zone and into the burgeoning hots category.

Special K Multi-grain Porridge will start to hit shelves in August and is set to stand out from its crowd of competitors.

The new porridge, which is targeted at slimmers, is multi-grain - made from oats, barley and rye – making it naturally high in fibre and 30pc less fat than other porridges*.

It is also fortified with seven vitamins and iron and will be available in sachets and pots with three flavours – Original, Red Berries and Almond & Honey.

Kellogg’s said it believes the entry of its biggest brand into the £190m hots segment will help fuel further category growth.

Ruth Gresty from Special K said: “It’s huge news that Kellogg’s is finally going into the hots category. The growth in this sector has been phenomenal so it’s an obvious move for us however there is plenty of opportunity to target younger audiences through Special K Porridge. Our research shows us 1 in 3 people are still not buying a porridge product so there’s lots of room to really explode this category further.

“Special K Multi-Grain Porridge really stands out from its competitors – with its unique three grain taste and texture and strong USPs including the fact it is fortified and is 30pc less fat than other porridges – we are really bringing a point of difference to the category that we know people will love all year round – and not just in the cold winter months.”

Kellogg’s is investing in a £5m support package to support the launch of Special K Porridge with TV advertising, sampling, digital and PR activity all in the pipeline.

Special K Porridge will be priced at £1.99 RRP for 7 x 27g sachets Original and 6 x 27g sachets Red Berries and Almond & Honey varieties. Individual 50g pots will be priced at 99p RRP.

*Sachets only

Original source: Kellogg Company