Kellogg's diet cereal gets a Chocolatey makeover

By Catherine Boal

- Last updated on GMT

Related tags: Nutrition

Breakfast cereal manufacturer Kellogg's has introduced a new
chocolate version of its core diet brand Special K in an attempt to
satisfy consumer desire for the confectionery which has been
rejuvenated by a new healthier image.

Kellogg's Special K Chocolatey delight is being marketed by the US based company as a snacking option for women wishing to lose weight.

In addition, the cereal maker is hoping to push the brand from its traditional placement as a breakfast product into the wider snacking market by emphasising its suitability as an evening indulgence.

According to market analyst group Leatherhead International, cereal snacking is a rapidly growing sector with consumers turning away from high fat products to healthier alternatives.

Total cereal snack sales in the US, Japan, Australia and Europe's five largest countries rose by 9.6 per cent last year.

The new chocolate special K consists of rice cereal flakes with pieces of chocolate. One serving, with half-fat milk, contains 160 calories which the company claim is significantly lower than the calorie content of most late-night and evening snacks.

Chocolate is currently enjoying a revival after research into its nutritional properties established the benefits of the product's high antioxidant content

Dark chocolate in particular has been frequently touted as a 'healthy' indulgence thanks to its high levels of polyphenols and flavanols which work to protect the body from cell damage.

Sales of the product have risen as a result of its new health-conscious image and market analysts Leatherhead International say they now make up 19 per cent of global chocolate sales.

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