The first ever biscuit to be launched by Special K, which is already the number two selling cereal snack brand in the UK, the move represents an attempt to take the brand from its breakfast heartland to other eating occasions.
Kellogg’s predicts the launch will bring more people into the cereal snacks category – specifically women who are looking to watch their weight.
New Special K Biscuit Moments will help convenience retailers capitalise on this by offering a product which is both indulgent and just 99 calories per two biscuit serving, from a brand with high recall amongst women.
The launch of Special K Biscuit Moments will be supported by £3m worth of advertising, sampling and retailer support.
Special K Biscuit Moments will be available in two flavours – strawberry and blueberry – from August with an introductory price marked pack of 35p for a single serving sachet of two biscuits.
The product will be available in a lower case collation of 20, making it more accessible to cash and carry shoppers.
A mixed shipper containing Special K biscuit moments and Kellogg’s other recent launch, new Nutri-grain breakfast biscuits, will be available for convenience retailers. Special K will be investing £3m in marketing to support the launch of the new product including television advertising, digital and outdoor.