Kellogg, usually associated with corn, wheat and rice-based cereal brands, is adding oats to several of its range as part of a strategy to establish its brands more firmly as healthy products.

It is expanding its Special K portfolio, with a Bliss sub-brand that features oat and rice clusters, combined with cranberries and raspberries, and adding Crunchie Oat Bakes to its All-Bran portfolio.

The initial launches under the Special K Bliss banner, which is positioned as more indulgent than standard lines, are rolling out now. Creamy Berry Crunch has an rsp of £2.69 for 375g, while a 6 x 22g Bliss bars pack retails at £2.19. The bars have a layer of dark chocolate but total fewer than 90 calories each. Another boxed cereal variant is set for launch later in the year.

All-Bran Crunchie Oat Bakes are small squares made from bran and oats, and described as "delivering high-fibre without compromising on taste". Rsp will be £2.29 per 375g box.

Due for launch this month, they will get support from TV and sampling activity. Meanwhile, the Bliss range is set to get support next month from TV advertising focusing on the theme of 'blissful moments'. The company also said it would benefit from the overall marketing budget for the Special K brand, including activity that adds a seasonal twist to the regular Special K weight-loss challenge.

The Slimmer Waist for Summer campaign uses a similar mechanic to the Drop a Jeans Size activity run during the New Year dieting period.

Consumers are encouraged to eat a bowl of Special K Original, Red Berries, Purple Berries and Peach & Apricot for breakfast and another for either lunch or dinner, as well as a healthy third meal.

UK sales director Jim McNeill said: "We pride ourselves on listening to consumers and responding to their changing tastes and needs. The new Special K Bliss range addresses shape watchers' demands for acceptable indulgence and offers greater choice.

"The Special K challenge is based on a proven mechanic that gains popularity every year - the new challenge gives retailers the opportunity to capitalise on this success."