Special K Sustain is intended to tap into growing demand for 'satiety' products, which provide a longer-lasting feeling of satisfaction and reduce the impulse to snack.
Kellogg will support the launch with a major TV and press campaign in July. It has also invested in 'high-impact' foil packaging to increase shelf standout. The foil packs will be in stores until August.
Special K Sustain combines toasted rice and wheat flakes with crunchy cereal, soy bites and a touch of honey. Kellogg claims the mix of fibre and protein will help consumers watch their shape and control their hunger.
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