Kellanova: Special K High Fibre Crunchy Golden Clusters

In March 2024 Kellanova launched Special K High Fibre Crunchy Golden Clusters into the UK as an additional SKU to the range.

As part of its overall Wellbeing Strategy to ensure that all Special K cereals are high in fibre and non-HFSS, Kelolanova leveraged a previous recipe from the well-loved All-Bran range which has a fibre content of 13g/100g and we reduced sugar, salt and saturated fat, so the new launch still tastes great, and is also now non-HFSS. The cereal is also high in wheat bran fibre so is good for your gut.

Support was given to the Special K High Fibre Crunchy Golden Clusters launch with instore POS and digital sheets, as well as digital couponing and an above-the-line paid social campaign. The launch has resulted in an additional 122k shoppers adding the SKU to their repertoire and the cereal contributed 13.4 million fibre servings in 2024 (assuming a fibre serve of 3g).

This product was almost two years in the making and was carefully assessed to ensure delicious taste delivery.