Australia: Special K reformulated for the first time in 50 years

In a response to changing consumer tastes, Kellogg has embarked on a high profile reformulation to boost the nutritional status of its Special K cereal in Australia.

According to Food and Drink Business, it is the first major reformulation of the breakfast cereal since its launch half a century ago. It is reported that Kellogg is boosting the fibre content of the cereal by adding wholegrain oats to the rice and whole wheat used in the traditional recipe.

Kate Harris, Special K brand manager announced that “the brand was on a journey with Aussie women to help them eat well.”

“In order to evolve with them, we as a brand need to evolve what we offer them. That's why we've improved our recipe, making it more nutritious, but still with the same great taste,” she said.

According to the company, this was the first time in the brand's local history that a recipe adjustment of this nature had been implemented.

It is also reported that the company has tweaked the packaging of the cereal to include a gold flash across the top of the box, advertising the new nutritional attributes.

Source: Food and Drink Business