Kellogg's is raising its commitment to healthier living by bringing out a healthy snack, axing two of its most child-friendly websites and introducing an on-pack cycling promotion.
A Mini Breaks bagged snack is being launched under the Special K brand as part of a larger move into the snack market. Made from wheat, rice and oats, each bag contains 99 calories and is available in plain and chocolate flavours - rsp £1.99 for a box of five or £0.49 an individual bag.
A TV advertising campaign for the snacks will be launched in October and if successful, the concept will be rolled out across other Kellogg's brands.
"We have cereal bars but this is a completely new prospect," said Greg Peterson, MD of Kellogg UK. "What's in this sector at the moment are products with added benefits or those that are healthy or purely indulgent. This, under the Special K brand, which targets weight loss, sits in the middle of that."
The company has also pulled its Frosties and Coco Pops websites as part of a wider internal evaluation of the way it markets to children. They have been replaced with a new Head Starters site that gives nutritional information to children and parents.
There are no plans to scrap Tony the Tiger or Coco the Monkey, Peterson confirmed, but the advertising would be aimed at mothers rather than children. There would, however, be no reduction in the marketing budgets.
Kellogg's has also launched an on-pack cycling promotion, which gives consumers the chance to claim one of 700,000 cyclometers, a device that measures speed, distance and wheel rotations on a bike. Consumers have to redeem three tokens on the back of packets or one token plus £5.99.
Last week Kellogg's signed up 'Supernanny' Jo Frost, footballer Ian Wright and TV presenter Philippa Forrester to back its Wake Up to Breakfast campaign
"Skipping breakfast can result in missing out on vital nutrients, yet 10 million people don't eat in the morning," said Peterson.