Kellogg’s senior brand manager Sean Dowie says the ‘Two Week Challenge’ has proven to be “extremely relevant and effective” for Special K consumers and the brand has also encouraged consumers to adopt a regular breakfast habit “as part of their efforts to maintain their shape”.
It is also growing sales through innovative brand extensions, including Special K Strawberry & Chocolate & Special K Sustain.
“The Kellogg’s Special K Two Week Challenge helped to drive significant incremental sales for both retailers and the Special K brand in January and July. This has helped catapult Special K to become Kellogg’s leading cereal brand,” says Dowie.
Kellogg’s Special K has reduced its environmental impact in a number of different ways with global energy reduction targets delivered locally in local settings in a variety of ways.
Its Manchester plant in 2007 won the “Best Environmental Practice Award” for a programme which led to significant reductions in energy use, emissions and water use.
2007 £114.9m
2006 £101.8m
yoy change 12.9%
