Kellogg's launches new addition to Special K Mini-Breaks

Mini-Breaks Zesty Lemon brings a fresh new flavour to one of the most popular Kellogg’s snacks aimed at weight watchers. Sold in handbag sized bags, they’re an alternative for people craving a biscuit at snack time.

Kellogg’s is confident the product will further expand sales for one of Kellogg’s most successful launches in 2008.

New Special K Zesty Lemon Mini Breaks are golden oats, wheat and rice, baked into deliciously crunchy, thin, biscuity bites. With only 98 calories per bag they’re perfect for people managing their weight to nibble at any time. Similar to Premium style Lemon Biscuit offerings, the biscuity style of Mini Breaks is perfect for a Lemon flavour.

Investment in advertising and marketing for the Special K snacks range is £6 million and there will be sampling and coupon activity on the new variant.
Jean Yves Heude, Kellogg’s General Manager Sales & Snacks, said: “Mini-breaks has been one of the most successful Kellogg’s snacks launches achieving sales of £5 million and the launch of the new Mini-Breaks Lemon will further strengthen this offering.

“Strong innovations are the key to delivering Kellogg’s ambition to grow our snacks business and we are confident this new product will help us reach our goal.”

Mini-Breaks Zesty Lemon will be available in multi-packs at an RRP of £1.99.