Kellogg's enters porridge market with Special K Multigrain

The porridge is 30% lower in fat than normal porridge

Kellogg’s is expanding Special K into porridge - as new data reveals the brand has been knocked off the number two spot in the cereals market by Oat So Simple porridge.

Special K Multigrain Porridge, which is being targeted at slimmers, is made of oats, barley and rye and fortified with seven vitamins and iron. Kellogg’s says it contains 30% less fat than other porridges.

It will be available from this month in three flavours - Original, Red Berries and Almond & Honey - that come in instant pots (rsp: 99p) and six or seven-sachet packs (rsp: £1.99).

The launch is being backed with a £5m package including TV advertising and sampling.

Kellogg’s claimed that the move - its first into the burgeoning £190m hot cereals market - would bring further category growth.

“There is plenty of opportunity to target younger audiences,” said Special K marketing manager Ruth Gresty. Kellogg’s research showed that one in three people were not buying any porridge products, she added.

News of the launch came as IRI data revealed that Special K had seen its sales slump 12.8% to £95.3m and been overtaken in the top 10 cereals chart. Porridge brand Oat So Simple took the number two spot, after growing 20.3% to £97.3m. Weetabix is still number one, with £122.4m sales [52w/e 25 May 2013].

Earlier this year, Kellogg’s unveiled a new Special K recipe, and this week claimed value had grown 6% since June.