Kellogg is hoping to tap into consumers’ changing preferences for breakfast in the US with the launch of three products focusing on convenience, health, and expanding into the complementary formats of breakfast bars and drinks. 

The cereal giant has rolled out Special K Nourish hot cereal and bars, as well as Kellogg’s To Go breakfast shakes.

The US Nourish hot cereal contains quinoa, oats, barley and wheat. It is available in three variants: maple brown sugar crunch, cranberry almond, and cinnamon raisin pecan. This is the first hot cereal from Special K and comes in a two-pack of single-serve cups.

Special K Nourish cereal bars are available in dark chocolate nut delight, cranberry almond, and lemon twist flavours.

Kellogg’s To Go breakfast shakes contain 5g fibre, 10g protein and are ready in three flavours: milk chocolate, vanilla and strawberry.

“Special K Nourish hot cereal and bars are specifically designed for people who are seeking positive nutrition to help manage their weight,” said Doug VanDeVelde, senior vice president, Kellogg Morning Foods. “These consumers are focused on eating better, not just eating less.”

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“Kellogg’s believes in the power of breakfast, and too many people skip this important meal,” said VanDeVelde. “That’s why we created a new delicious option for on-the-go breakfast nutrition.”

Cereal consumption in the US – and more broadly in developed markets – has come under mounting pressure, as consumers eshew traditional breakfast concepts in favour of more convenient or healthier options. Competition from other breakfast categories, such as morning goods, food service operators and new formats – including drinks, bars and biscuits – has prompted cereal manufacturers to increase investments in innovation, marketing and promotions. 

Click here for just-food’s four-part management briefing, which assesses the issues shaping the cereal category.