Kellogg waltzes down a new aisle

摘要

When it comes to nutraccutical products, Kellogg has been trying to get things right since the Nineties, when the cold-cereal leader introduced an ill-fated product called "Heartwise" made from the high-fibre grain psyllium. It's hardly surprising then that the company is cranking up yet another functional-food effort. In November, Kellogg will introduce the first products to come from its new Health & Wellness Division: a family of products under the company's venerable Special K brand. Special K20Protein Waters, Special K Protein Snack Bars and Special K Protein Meal Bars emphasise protein, vitamin and mineral fortification. But the real twist in this new product line is where Kellogg plans to sell them: in the diet and nutrition sections of grocery and drug stores.