Kellogg’s readies Special K crisps launch

Special K is branching into savoury snacks for the first time in the UK as Kellogg’s extends the brand beyond the breakfast category.

Cereal maker extends Special K brand into the snack category.

Special K Cracker Crisps will launch at the end of the month and will be backed by sampling and PR activity. A £3m marketing campaign will launch in January.

The range, made from potato and wheat, will be available in three flavours; sea salt and balsamic vinegar, sweet chilli and sour cream and onion.

Kellogg’s claims the Special K Cracker Crisps range has “game-changing” incremental sales potential for the convenience snacks channel in the UK as the brand looks to target women who say they love crisps, but see them as a guilty pleasure to be avoided.

Sanjeev Khan, head of specialty at Kellogg’s, says: Historically big game changing innovation has driven big jumps in sales for crisps in the specialty channel – such as Pringles and Doritos. We believe Special K Cracker Crisps will be the next big driver of such growth by tapping into the huge market of women who want the best of both from crisps – all of the want and taste but none of the worry or guilt.”

The UK launch comes after Kellogg’s introduce the range in the US in July, a move it claims has generated a 18 per cent boost to the category.

The company has stepped up its efforts to extend its brands into new categories to exploit the rise of new consumption occasions and a shift in eating habits. In July, it launched the first ever biscuit for its Special K range.

Kellogg’s say the recent activity is aimed at making Special K snacks a £100m value sales brand.

The launch will see the brand go up against all natural US crisp brand Popchips which launched nationwide earlier this year to target young health-conscious consumers.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here