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Brief Published: 4 Jun 2013

Kellogg's: Breakfast to Go


Appealing to time-poor consumers seeking healthy and nutritional foods, US food giant Kellogg's has developed a range of microwaveable breakfast cereals as part of its Special K diet brand.

Special K will debut the three new hot cereals, made with quinoa, oats and barley and sold in single-serve packs, in the US in July 2013. The items are part of the new Special K Nourish line and come on the heels of the brand's low-calorie multigrain flatbread breakfast sandwiches, which were introduced in the US last year.

Recent research from Kellogg's found that consumers are looking for products with added health benefits, according to Noel Geoffroy, vice-president of marketing for Kellogg's Morning Foods. "We know that more consumers are seeking foods with positive nutrition rather than avoiding foods with negative attributes," she said, stressing that today's consumers are "eating better, not just eating less".

Kellogg's UK announced in May 2013 that it would be altering the ingredients of Special K cereals in Britain, reducing saturated fat by 40% and salt by 11%, while increasing the amount of fibre by 80%.

Stylus highlights more health-food innovations in our coverage of the Natural Food Show and the World Food Tech & Innovation Forum. Read more about the rise in the use of artisanal and ancient grains, such as quinoa, in our coverage of this year's International Food and Drink Event and Chia: The New Superfood.

Kellogg’s Special K