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Kellogg launches Special K probiotics cereal targeted at women

20-Dec-2017 - Last updated on 20-Dec-2017 at 15:31 GMT

Kellogg said it's new cereal is the only leading brand to contain live and active probiotic cultures. Pic: Kellogg

Kellogg has introduced a Special K Nourish Berries and Peaches with probiotics to the US market.

The cereal is blended with blueberries, raspberries, peaches, yogurt pieces and peach-flavored flakes, in addition to 12 g of whole grains in each box.

The company said it is the “only cereal from a leading brand to contain live and active probiotic cultures, making it easy for women to be proactive about their health and start their day with a choice they can feel good about.”

According to Mintel's digestive health US study, 83% of adults reported some kind of gastrointestinal problem.

“Probiotics are live bacteria that add to the beneficial bacteria normally present in the gastrointestinal tract, and more than a third of women (34%) agree they are essential for a healthy digestive system,” said Christie Crouch, director of marketing for Special K.

However, “it can be tough [for consumers] to sort through all the options out there,” she added. The new product “provides these good bacteria without the need for refrigeration, making it a convenient choice for busy women.”