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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.

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