Watching Special K go from my Mama’s cereal to one the teenagers that visit our house bring with them, has been eye opening. Much like Tab was the cool diet drink of the 70s and 80s, Special K is a diet status symbol today. This result is no accident, but a part of a multi-million dollar strategy by Kelloggs. Last year saw $45M spent on the brand by Kelloggs, this year has already seen $31M.
It plans this month to nationally roll out a line of protein waters and protein bars for the diet section already on the shelf at Wal-Mart. It will also launch Special K Chocolatey Delight to help assuage dieters’ cravings come diet season this January (see sidebar). Special K Personal Trainer watches which calculate calories burned and are already sold in the U.K., could also find their way across the ocean.
Special K is one of the few cereals that isn’t struggling through losses. In fact, the cereal is up 16% y/y, and the protein bars is up 67% y/y. As we go into the new year and see the seasonal weight loss focus that accompanies that time, we can only guess that Special K will see a booming Q1.
Kudos to Alan Gravely, the VP-Marketing Health and Wellness, in charge of the Special K expansion.