Kellogg debuts ‘the only cereal from a leading brand to contain live and active probiotic cultures…’

By Elaine Watson contact

- Last updated on GMT

Kellogg debuts Special K Nourish Berries & Peaches with Probiotics
News that Kellogg is incorporating probiotics into Special K Nourish Berries & Peaches with Probiotics – billed as “the only cereal from a leading brand to contain live and active probiotic cultures” provides further proof that probiotics have entered the mainstream.

The shelf-stable cereal (SRP $3.99) incorporates the well-documented probiotic strain Bifidobacterium lactis HN019​ from DuPont, which is linked to immune and digestive health benefits demonstrated in multiple human clinical trials.

Kellogg director of marketing for Special K, Christie Crouch said the cereal was designed to “make it easy for women to be proactive about their health and start their day with a choice they can feel good about.​”

She added: “We know digestive wellness is top of mind for many women, and it can be tough to sort through all the options out there...We’re delivering the good bacteria, along with iron and vitamins, to women who are looking to fuel their day.”

The cereal features peach-flavored flakes, blueberries, raspberries, peaches and yogurty pieces (which contain the probiotics), with 12g of whole grains per serving.

Bifidobacterium lactis HN019, ​which is typically available as a freeze-dried powder or frozen pellet, is suitable for direct inclusion in a wide range of food products.

While live micro-organisms can be challenged by heat, air and moisture in certain applications, Megan De Stefano, global probiotics marketing leader at DuPont Nutrition & Health said the company had worked with Kellogg to ensure the strain remained viable throughout the product's 12-month shelf life.

"Our R&D team​ has very strong expertise in application development and has worked with Kellogg’s on an application that ensures stability until end of shelf-life."

Kellogg CEO: You'll see a step-change in innovation next year

But will the launch help to revitalize Kellogg's struggling US cereals business?

Since launching its new #OwnIt campaign earlier this year, Kellogg has seen "positive movement of the business,​" said a spokeswoman.

special k
Special K red berries has been generating "high single digit sales growth"

"In particular, this includes great results with key products like Special K Red Berries, which has seen high single digit sales growth..​."

She added: "We’ve had some headwinds with our distribution, particularly as it relates to significant shifts in retailer shelf strategies that impacted the category as a whole, and this makes it difficult to uncover the whole story without digging a bit deeper into the numbers. That’s why we’ve looked to the performance of key products as indicators of larger trends, and based on what we’re seeing we believe Special K is gaining momentum."

Speaking during Kellogg's Q3 earnings call in October, then-CEO John Bryant acknowledged that 2017 had been a disappointing year for the US cereals business: "We haven't brought enough excitement to the category this year, but... we're implementing a much stronger 2018 plan."

He added: "We have new media that will emphasize the health and wellness credentials of Mini-Wheats and Raisin Bran, two brands that simply didn't have strong enough brand-building this year. We also launched the next phase of the Special K Own It campaign, emphasizing the brand's inner strength credentials and positioning. And we've got great ideas for our kid-oriented brands, emphasizing out of breakfast snacking, for example.

"Secondly, you will see a step change in innovation next year. We'll renovate and innovate against our core, with news on Frosted Flakes and Froot Loops as well as more fruit-filled Raisin Bran and Special K that moves into probiotics...

"We'll also try some new things that are new to the category. These will lean into health and wellness and into convenience. And you will hear more about them in the months to come. Third, we'll drive bigger in-store excitement... Imagine, for example, promotions and displays featuring Rice Krispies and Rice Krispies Treats together. We can now do that seamlessly for the first time."

Gut health in the cereal category

SVP Paul Norman added: "We do need to still bring transformational innovation to cereal, and to the breakfast occasion, which means investing more... in new alternatives in the area of digestive health and/or convenience. And we're working hard on that.

"I believe gut health and science is coming back to nutrition in the cereal category. We're well placed as a category to actually find tailwinds in nutrition in the months and years to come."

For more information on the new launch, click HERE​.

special k with probiotics

Related topics: Flavors and colors, Manufacturers

Related news

Show more

Related products

show more

Kikkoman

Asian Flavors Adapt to Fit New Applications

Kikkoman Sales USA, Inc. | 16-Jan-2018 | Technical / White Paper

For close to four centuries, Kikkoman has built its heritage on mastering the techniques—and applying the leading-edge technologies—that maximize flavor....

Bringing Clarity to Soy Sauce and Seafood

Bringing Clarity to Soy Sauce and Seafood

Kikkoman Sales USA, Inc. | 29-Nov-2017 | Product Brochure

Transparency in food labels, menu descriptions and ingredients themselves: Consumers demand it and now Kikkoman has a clear new way to deliver product...

Dupont

Naturally-Derived Carrier and Extraction Solvent

DuPont Tate & Lyle Bio Products | 17-Oct-2017 | Technical / White Paper

Zemea® USP-FCC enables flavorists to use an alternative to petroleum-based carriers and solvents that is naturally-derived, environmentally sustainable,...

OLAM SVI-Spices-610x343

Olam SVI Spices MarketReport Apr ’17

Olam International in collaboration with Mitr Phol Sugar Corporation | 11-Oct-2017 | Data Sheet

Olam SVI's experts regularly publish supply chain forecasts and critical market intelligence to help its customers. The April 2017 Olam SVI Spices...

Related suppliers

Follow us

Products

View more

Webinars