Profile: Jeremy Gilley

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Kellogg's readies Special K crisps launch

Special K is branching into savoury snacks for the first time in the UK as Kellogg’s extends the brand beyond the breakfast category.

SpecialK

Cereal maker extends Special K brand into the snack category.

Special K Cracker Crisps will launch at the end of the month and will be backed by sampling and PR activity. A £3m marketing campaign will launch in January.

The range, made from potato and wheat, will be available in three flavours; sea salt and balsamic vinegar, sweet chilli and sour cream and onion.

Kellogg’s claims the Special K Cracker Crisps range has “game-changing” incremental sales potential for the convenience snacks channel in the UK as the brand looks to target women who say they love crisps, but see them as a guilty pleasure to be avoided.

Sanjeev Khan, head of specialty at Kellogg’s, says: Historically big game changing innovation has driven big jumps in sales for crisps in the specialty channel – 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 UK launch comes after Kellogg’s introduce the range in the US in July, a move it claims has generated a 18 per cent boost to the category.

The company has stepped up its efforts to extend its brands into new categories to exploit the rise of new consumption occasions and a shift in eating habits. In July, it launched the first ever biscuit for its Special K range.

Kellogg’s say the recent activity is aimed at making Special K snacks a £100m value sales brand.

The launch will see the brand go up against all natural US crisp brand Popchips which launched nationwide earlier this year to target young health-conscious consumers.

Readers' comments (4)

  • Seems to me Special K would be better off extending into healthy snacks. The ladies, once they discover extra weight gained, will surely give up this snack.

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  • I have been trying to buy these to no avail, a colleague had a box and that is how I tasted them ! My local Co=op put weekly mag through door advertising them on special offer...they have never had them in our branch..Waitrose no, local Tesco finest no !!

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  • seen these advertised on tv and on posters outside asda but I cant seem to be able to purchase this new product anywhere why advertise something you cant buy???

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  • I have bought these from ASDA over the last couple of months or so. Here in the UK the packaging is slightly different:-

    http://www.kelloggs.co.uk/en_GB/special-k-cracker-crisps-sea-salt-balsamic-vinegar.html

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