Kellogg's is to enter into the UK hot cereal market with the launch of its new Special K Multi-Grain Porridge product.
The range, which includes three variants - Original, Red Berries and Almond & Honey, is made from oats, barley and rye and has been fortified with seven vitamins and iron. According to Kellogg's, the new product is naturally high in fibre and contains 30% less fat than other porridge products.
Kellogg's is investing £5m (US$7.7m) in a support campaign for the launch, which will include TV advertising, sampling, digital and PR activity.
Special K Porridge will retail in both 7 x 27g sachets and individual 50g instant pots.
According to Special K's marketing manager Ruth Gresty, the new product provides 'plenty of opportunity' to target younger audiences.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
