Kellanova launch Special K Crunchy Oat Granola

04 May 2023

Kellanova two new granolas prioritise taste and health by incorporating oats and puffed grains for high oat grain fibre.


In June 2022, Kellanova launched two new granolas as part of its Special K range. Special K Crunchy Oat Granola comes in two flavours: Mixed Berries with blackcurrants and cranberries, and Dark Chocolate with 64% cocoa chocolate curls.

These new products aim to bring taste and healthier credentials to the granola category.

The clusters are made with oats and puffed grains resulting in a granola that is high in oat grain fibre to support digestive health. The flavours took inspiration from the most popular Kellanova Special K variants.

A key challenge in the development of the granola was the need to balance gut health benefits with great taste, while maintaining the other health credentials like being 30% lower in sugar than other granolas, higher in fibre and non-HFSS.

Many different recipes and combinations of inclusions were tested with expert panels before choosing the final recipe. Innovative solutions were utilised to achieve the target nutrition credentials, for example using a higher percentage of cocoa solids in the chocolate to create a more indulgent and decadent taste but also naturally lower the sugar content.

Since its launch, Special K Granola has grown to 87.8% distribution and gained volume share within the granola category. It has also attracted a younger shopper into the brand with most consumers aged 35-44.