Special K

It achieved this by addressing the needs of shape conscious women with campaigns at specific times of the year.

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%