Kellogg's has upped the ante with WeightWatchers by teaming up with Tesco to launch a free online weight management plan.

MySpecialK Personal Plans has been created by dietitians, nutritionists and behaviour change experts to offer users tailored meal plans, food diaries, tracker systems, online support and a detailed eating-out guide. The plans, which are not limited to Special K cereal products, are based on volumetrics sensible, calorie-controlled meals and snacks that involve eating higher volumes of dense, lower-energy foods to stave off hunger.

Tesco, one of Kellogg's biggest customers, has provided an online shopping tool that lets users upload their personal meal plan to order a weekly shopping list. Kellogg's said the partnership represented a chance to trial the scheme before a wider roll-out with other interested retailers.

"Our shape management website, launched in 2008, has been a huge success, with more than five million visitors," said MySpecialK senior brand manager Sarah Cumming. "Women told us they want more from the service. That's why we have introduced a comprehensive weight management programme, which can be personalised to suit individual lifestyles and stages but is easy and convenient to follow.

"Our plan can be totally managed online and women can turn to MySpecialK experts or their own personal buddy on the site for support when needed to help stay on track. Best of all, it's completely free."

MySpecialK will be supported by a £5m multimedia campaign as well as targeted digital media throughout the year.