Kellogg NPD flurry: Gluten-free, protein and sprouted grains

By Kacey Culliney

- Last updated on GMT

Can Kellogg's NPD save some of its under-performing US cereal brands?
Can Kellogg's NPD save some of its under-performing US cereal brands?

Related tags Wheat Kellogg

Kellogg will liven up its US cereal portfolio with seven new products set for launch at the end of this year.

The cereal major has developed a range of cereals under its Special K, Kashi, Bear Naked, Froot Loops and Kellogg’s brands that will launch in Q4.

Kellogg said the new product development efforts aimed to cater to consumer needs, including a desire for more protein, less sugar and gluten-free options.

Special K – still about weight management?

Two products will be launched under its Special K brand – protein cinnamon brown sugar crunch and gluten-free.

Kellogg said the Special K protein and gluten-free variants still targeted consumers looking to manage their weight, but also gave a nutritional punch.

On Special K gluten-free, Kellogg said: “It is a delicious option for people who are managing their weight, while also providing a good source of fiber which people who are avoiding gluten may lack in their diets.” 

Special K_NPD

The protein variant contained 11 grams of protein when eaten with skimmed milk and the gluten-free product had been made using multi-grain flakes using corn, sorghum and rice.

Part of a brand overhaul

Kellogg recently unveiled plans to completely overhaul its Special K global brand​ as sales continued to struggle.  Special K US sales slumped 9.7%​ – losses of $56m – for the 52 weeks ending August 10, 2014, according to IRI data.

CEO John Bryant told analysts in its Q3 call last month that Kellogg had to pull the brand away from a sole focus on weight management.

“We really need to move that to a weight wellness discussion, really away from reduced calories to the food itself which has tremendous nutrient benefits,”​ he said.

Health twists with taste

Under its Kashi brand, Kellogg will launch a sprouted grains multi-grain cereal made with wheat, brown rice, oats, barley, spelt and amaranth.

Kashi was another brand Kellogg CEO said had struggled lately. Back in May, Bryant said the company had to get Kashi “back on track”.

“Ultimately we need to get more new innovation to the marketplace,”​ he told analysts in Kellogg’s Q1, 2014 call. 


In October, Kellogg launched a Kashi cereal containing Kamut Khorasan wheat​ that it said raised awareness on a lesser-known, nutritionally dense grain.

Under the most recent NPD flurry, Kellogg will also launch two varieties of Bear Naked granola – sea salt caramel apple and coconut almond curry. Kellogg said the product had been developed to “awaken the senses”.

Pushing fiber

Kellogg will also launch Froot Loops ‘bloopers’ cereal for kids – a product containing a ‘good source’ of fiber and 10 g of sugar per 28 g serving – and Raisin Bran with cranberries. The latter was a twist on traditional Raisin Bran, Kellogg said, high in fiber and vitamin E.

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