Kellogg is changing the recipe of its Special K products on sale in the UK with the introduction of a more "wholesome" recipe that contains three grains instead of two.
The reformulation is the first time the UK Special K recipe has been changed in 30 years. It will contain rice, wheat and barley and is a source of fibre as well as eight vitamins.
The company said the change was not taken "lightly" and was introduced in test markets in Spain and Italy last year, where it saw sales growth of 10%.
Kellogg said the move was "massive news" that would allow the brand to reach out to new and lapsed users, driving incremental growth in the category.
The breakfast cereal category has come under increasing pressure, as the development of flexible eating patterns mean more and more consumers are becoming "breakfast skippers". Cereal makers have looked to turn the tide on this trend through innovation and marketing that highlights the healthful benefits of eating breakfast.
