Kellogg’s is to expand its Special K Cracker Crisps into the UK following the product’s launch in the US and Canada.
The crisps see the company enter into the UK crisp category, targeting female customers through an initial promotional and PR campaign that will be supported by a £3m campaign next January.
Bespoke promotions will also take place during the final quarter of the year to help drive awareness and trial.
Kellogg’s will be working alongside Carat, Leo Burnett and Mischief PR for the campaign work.
Sanjeev Khan, head of specialty at Kellogg’s, explained: “We are producing a full suite of POS across the specialty channel for the launch and intend to have displays across cash and carry supported by our field sales team. Historically big game changing innovation has driven big jumps in sales for crisps in the specialty channel – such as Pringles and Doritos. We believe Special K Cracker Crisps will be the next big driver of such growth by tapping into the huge market of women who want the best of both from crisps – all of the want and taste but none of the worry or guilt.”