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.
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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.
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By GlobalData
