Kellogg’s has launched breakfast cereal brand Special K in India under a new formula made for the market.
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India’s version of Special K is 98% fat-free, made of whole wheat and honey coated. Consumed with milk, it provides 5.4g of protein, 2.1g of fiber and 149 calories per serving, Kellogg India said.
“We identified the large untapped consumer need of weight management,” Kellogg India MD Anpam Dutta told just-food today (28 January). “The acceptability of the concept in India was checked with women consumers through qualitative and quantitative research conducted to gauge product acceptability and communication.”
“The product has been test-marketed in Bangalore for six months. Some 80% of the consumers observed weight reduction and also felt that Special K helped in keeping them fit and healthy,” Dutta added.
Kellogg has a 70% share of the ready-to-eat cereal category in India and has plans to introduce further cereal products into the market.
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By GlobalData
