Kellogg's Launches Special K Bliss Mint Chocolate

29/05/08 Special K Mint Chocolate offers a new and distinct flavour choice to a category dominated by fruit and nut variants.

It is the first and only low calorie Mint Chocolate snack currently on the market and Kellogg’s is confident the product will attract a new range of consumers.

The bar is a delicious medley of light and crispy cereal pieces, combined with a mint infusion on a layer of fine, continental chocolate for an intense and satisfying chocolate experience.

Mint Chocolate is a proven winner in the biscuit category – worth £25m – and the new Special K Mint Chocolate offers consumers a less indulgent option at less than 90 calories a bar.

Kellogg’s is to support the launch with a marketing and advertising campaign and expect Special K Mint Chocolate to deliver £2m in retail sales.

The company is spending £6.6m on TV advertising during 2008 to raise awareness of the Special K cereal bar brand.

Jean Yves Heude, Kellogg’s General Manager Sales & Snacks, said: “The launch of the new Special K Bliss Mint Chocolate offers a real opportunity for us to tap into a whole new consumer bracket.

“Mint Chocolate is a proven favourite in the biscuit category and now Kellogg’s are offering a healthier alternative to consumers who may be watching their shape but still want to snack on a mint chocolate treat.”