Special K is branching into savoury snacks for the first time in the UK as Kellogg’s extends the brand beyond the breakfast category.
Special K Cracker Crisps will launch at the end of the month and will be backed by sampling and PR activity. A £3m marketing campaign will launch in January.
The range, made from potato and wheat, will be available in three flavours; sea salt and balsamic vinegar, sweet chilli and sour cream and onion.
Kellogg’s claims the Special K Cracker Crisps range has “game-changing” incremental sales potential for the convenience snacks channel in the UK as the brand looks to target women who say they love crisps, but see them as a guilty pleasure to be avoided.
Sanjeev Khan, head of specialty at Kellogg’s, says: Historically big game changing innovation has driven big jumps in sales for crisps in the specialty channel – such as Pringles and Doritos. We believe Special K Cracker Crisps will be the next big driver of such growth by tapping into the huge market of women who want the best of both from crisps – all of the want and taste but none of the worry or guilt.”
The UK launch comes after Kellogg’s introduce the range in the US in July, a move it claims has generated a 18 per cent boost to the category.
The company has stepped up its efforts to extend its brands into new categories to exploit the rise of new consumption occasions and a shift in eating habits. In July, it launched the first ever biscuit for its Special K range.
Kellogg’s say the recent activity is aimed at making Special K snacks a £100m value sales brand.
The launch will see the brand go up against all natural US crisp brand Popchipswhich launched nationwide earlier this year to target young health-conscious consumers.
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