The move to prioritise the convenience channel is a first for Kellogg’s which normally launches new snacks products in supermarket cereal aisles.
Special K Double Chocolate will launch in May with a special Price Marked Pack (PMP) of 30p at selected convenience stores.
The indulgent cereal bar, which is replacing the Special K Chocolate Chip bar, has been designed for maximum shelf impact in convenience fixtures.
Kellogg’s said the decision to launch in the specialty channel first reflects the crucial role convenience customers play in impulse snacking and its ambition to behave like a true snacks player.
Lee Doherty, Head of Specialty at Kellogg’s, said: “This new Special K cereal bar is an indulgent and chocolatey treat ideal for weight watching women looking for a tasty snack choice, so it was ideal to launch as a single bar first as we want to take it out of the missed breakfast purchase and into tasty snacking territory.
“The biggest snack occasion for dieting women is on the go and it’s really important to offer women suitable snack choices in convenience stores when they fancy a chocolate treat but don’t want to ruin their good intentions.”
The new Special K Double Chocolate cereal bar is bottom enrobed in milk chocolate and contains milk chocolate chips for an indulgent treat at 80 calories and has a RRP of 80p per bar.
Source: Kellogg’s
