Kellogg said it upgraded the snacks line in response to the consumer demand for healthier foods.
The new cereal bars also contain cereal crispies and wholewheat flakes for a lighter texture. They are wrapped in partially transparent packaging to display the ingredients to shoppers.
The current bars line will be replaced with four new flavors: juicy red berry, milk chocolate, apricot and sultanas, dark chocolate and cranberries, added Kellogg.
These varieties, now available for a suggested retail price of £2.49 ($3.37) for multipacks and £0.55 ($0.75) for singles, will be supported with a £10m ($13.55m) media plan, reaching over 4.5 million people with TV ads, social media and YouTube.
However, the company does not plan to change the ingredients of Special K cereal bars sold in other markets at the moment.
More reformulated products to come
Kellogg said the product overhaul is part of its “Better Starts” plan (launched in November last year) to help Brits make healthier choices.
“We’ve listened to feedback from our consumers and, instead of tweaking one or two ingredients, we’ve completely transformed the brand’s core snacks range,” said Michelle Hammond, Kellogg’s UK and Ireland marketing manager for wholesome snacks.
From the outset of the Better Starts plan, “the company has introduced a range of Special K Protein bars, reduced sugar and salt in its children cereals, removed artificial colors, changed the way it promotes its food and doubled the amount of vitamin D in its cereal,” added Hammond.
She said Kellogg will reduce sugar and sodium content and increase vitamin D in more products later this year.
By July 2018, Coco Pops Original, Rice Krispies Original and Rice Krispies Multigrain will have reduced their sugar to 17g, 7.9g and 15g per 100g respectively from their current 30g, 10g and 21g per 100g.
Additionally, the salt in Rice Krispies Multigrain Shapes will be reduced by 50% around the same time.