Kellogg planning ‘aggressive’ changes to revive Special K snacks range
From Bakery & Snacks
Announcing its financial results for the second quarter, Kellogg revealed net sales from its US snacks segment had fallen 4% year on year to $803m while sales in its Morning Goods segment, which includes breakfast cereals, had dropped 2% year on year to $727m.
Sales in the US snack business had been impacted by the performance of the Special K brand, and Kellogg said it is overhauling its Special K snacks range to increase consumer relevance.
“We’ve done a lot of work over the last year renovating some of the Special K SKUs and launching on-trend foods like Special K Nourish Chewy Nut Bars, and we’re seeing positive results,” said Kellogg Snacks Business Unit president Adrienne Deanie Elsner.
She added that Special K Nourish bars had been 80% incremental to the Special K bars line, and that their sales growth was three times greater than the rest of the Special K bar range.