Kellogg’s plans to keep new formula for Special K top secret

Special K is to be relaunched with a new recipe

New recipe in response to increasing amount of own-brand versions

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Special K is to be relaunched with a new recipe

Cereal maker Kellogg’s has changed the recipe of its biggest selling cereal brand after seeing red over rip off own-brand versions.

It’s the first time in over 30 years the recipe for Kellogg’s Special K has been changed and Kellogg’s plans to use the trade secrets act to protect the new formula as much as possible. Only a handful of employees will be privy to this new secret recipe in a bid to prevent supermarkets copying the low fat cereal again.

Claire McFerran, marketing director for Kellogg’s, Ireland said: "There are many copycat versions of Special K on the market – but our new recipe will really stand out from the crowd as a premium, tastier product. We have invested significant resources in supporting the launch of this new formula. A comprehensive through the line campaign launches this week and includes new TV copy, print, digital, promotional and PR support. If you are a Kellogg’s Special K consumer this summer you will know all about our new taste and new formula.

"Now made with three grains and wholegrain the new Special K flakes not only look different and more wholesome but it’s our tastiest recipe yet. We are confident there’s no contest when compared with supermarket own brands and we plan to keep the new formula a closely guarded secret to stop history repeating itself."

The new Special K recipe contains the benefit of three grains (previously two) – rice, wheat and barley, and is now made with wholegrain and is a source of fibre as well as eight vitamins and minerals.

Special K was launched in the UK and Ireland in 1959 as a high protein cereal made with rice aimed at men as a healthier alternative to a cooked breakfast. In 1983 the product recipe was changed to rice and wheat and its brand positioning changed to focus more on weight watching women.

The Special K brand is worth in excess of €12 million in Ireland and offers a range of cereal and sweet and savoury snacks as well as a weight management tool.

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