Kellogg has decided to enter the UK category with its Special K brand following similar moves in the US and Canada.

The company insisted Special K Cracker Crisps had “game-changing incremental sales potential” for the sector in the UK.

It said the line had “proven success” in the US and Canada. Kellogg said it had seen “18% category growth” since the product was launched in the two markets last year.

Ian MacKenzie, snacks marketing controller at Kellogg’s, said: “Historically big game changing innovation has driven big jumps in category growth for crisps such as Pringles and Doritos. We believe Special K Cracker Crisps will be the next big driver of such growth by tapping into the huge market of women who want the best of both from crisps – all of the want and taste but none of the worry or guilt.”

The Special K Cracker Crisps will hit UK shelves later this month. Kellogg is to spend GBP3m on marketing the product.

The company often takes products from one market into another. Last year, it launched Crunchy Nut cereal in the US. In 2010, it launched French cereal brand Tresor as Krave in the UK.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.