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.