"special k" news and stories

When you want chocolate in the morning, once you're over the age of 10 or so, you're probably going to opt for hot chocolate, a mocha or maybe even a small piece of your favorite candy bar long before you reach for a box of chocolate cereal. But cereal makers are counting on the fact that their newest products will change that.

At the beginning of next year, Quaker Oats will launch Life Chocolate Oat Crunch and Kellogg will release Special K Chocolatey Delight. Both cereals are low in fat and are targeted towards nutrition-minded consumers who want to have their chocolate and eat it too. Quaker will be promoting the fact that their cereal is high fiber and full of whole grains, while Kellogg will be sponsoring a two-week weight loss challenge centered around the cereal, just as they offer with regular Special K. Reps from Kellogg have also noted that the cereal is not necessarily going to be promoted as just a breakfast item and that it is designed to appeal to those who like to snack on cereal as well.

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Kellogg has had such success building its Special K brand and associating it with good health that they are expanding it. The new products, produced under the direction of the Health and Wellness division of the company, will be "health foods" and will be stocked in stores alongside sports drinks, protein and diet bars, not in the cereal/snack aisle with the company's other offerings. In the past, the company has been known for its low calorie/low fat products, and not necessarily for ones that offer a strong nutritional profile. Their new products, however, concentrate on packing a protein punch. The company is releasing meal bars, with 10g protein each, in peanut butter, double chocolate and strawberry flavors, as well as Special K20 Protein Water, with 5g protein per bottle.

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