Kellogg’s new Special K recipe has helped slow the brand’s decline - despite attracting flak from some consumers.

Sales fell 15.1% year on year in 2012, but they’re down 8.6% this year following the introduction of the first new recipe in 30 years [Nielsen 52w/e 12 October 2013].

The new version got a chilly reception online and on social media when it rolled out in April, with shoppers setting up online petitions in protest. But unlike Unilever, which brought back its old Flora recipe this year, Kellogg’s said there would be no u-turn.

“We have no plans to revert to the previous recipe,” said sales director Colin Bebbington.