Kellogg's hits back at own-label with top secret Special K recipe

Kellogg's is taking a leaf out of Coca-Cola's book by creating a top secret new recipe for its Special K brand, as the cereal giant looks to fight back against the rise of supermarket own-brand cereals.

Kellogg’s will reveal the new recipe to just a handful of trusted employees, who will be contractually-obliged to keep it secret. Should they violate this agreement, then they could be hit with a heavy financial penalty.

The move comes as Kellogg’s looks to fight back against the rise of supermarket's "me too" products, which have undermined sales of Special K and its other cereals.

It marks the first time that Kellogg’s has changed the recipe of Special K in 30 years and the cereal giant said it plans to use the Trade Secrets Act to "protect the new formula as much as possible". The move mimics Coca-Cola, which has long protected the recipe of its soft drink.

Ruth Gresty, Special K brand manager, said: "There are many copycat versions of Special K on the market - a phenomenon fairly unique to the UK - but our new recipe will really stand out from the crowd as a premium, taster product.

"Now made with three grains and wholegrain the new Special K flakes not only look different and more wholesome but it’s our tastiest recipe yet. We are confident there’s no contest when compared with supermarket own brands and we plans to keep the new formula a closely guarded secret to stop history repeating itself."


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