Kellogg's is ploughing £6.6m into its Special K cereal bars range and is adding a sweet twist with a mint chocolate version.
Special K Bliss Mint Chocolate, which the company predicted would clock up £2m of sales in its first year, contains 90 calories per bar and is being promoted as a healthier alternative to chocolate biscuits. Last year, total sales for the Special K cereal bars range were up 24% to £31.6m [IRI 52 w/e 19 April 2008].
The new bar, claimed to be the first low-calorie mint chocolate snack available in the UK, offered "a real opportunity to tap a whole new consumer bracket", said Jean Yves Heude, general manager sales and snacks. It would appeal to consumers who were watching their shape, but still wanted to snack on chocolate, he added.
The ad spend earmarked for the total Special K cereal bars range this year includes TV, print and online. It kicks off in July to coincide with the roll-out of the new bar.