Kellogg Expands Special K Brand

Five years ago, Kellogg Company and its agency, Leo Burnett Worldwide, devised the Special K Challenge diet plan, which boosted Special K to become the company's No. 1 brand with an estimated $500 million in global sales. In November 2006, Kellogg expanded its Special K brand to include Special K2O Protein Waters, Special K Protein Meal Bars and Special K, distributed by retailers nationwide. Protein Snack Bars. Advertising for the lines will commence in January, emphasizing Special K's ability to help consumers -- especially women -- stay on track with their weight-management goals.

 

"The more we can offer simplicity while taking the sacrifice out of dieting, the easier it is for women to pursue their shape-management programs," says Mark Baynes, senior vice president, marketing, Morning Foods Division, Kellogg Co. CG