Kellogg has decided to enter the UK category with its Special K brand following similar moves in the US and Canada.
The company insisted Special K Cracker Crisps had "game-changing incremental sales potential" for the sector in the UK.
It said the line had "proven success" in the US and Canada. Kellogg said it had seen "18% category growth" since the product was launched in the two markets last year.
Ian MacKenzie, snacks marketing controller at Kellogg's, said: "Historically big game changing innovation has driven big jumps in category growth for crisps 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 Special K Cracker Crisps will hit UK shelves later this month. Kellogg is to spend GBP3m on marketing the product.
The company often takes products from one market into another. Last year, it launched Crunchy Nut cereal in the US. In 2010, it launched French cereal brand Tresor as Krave in the UK.
Show the press release
Special K launches "game changing" crisp range
24/09/2012
- Iconic weight management brand branches out of the cereal aisle
Kellogg's is bringing its successful Special K Cracker Crisps brand from over the pond to the UK.
The move into the UK crisps category by Kellogg's comes after enjoying proven success with the product in the US and in Canada where the company saw 18pc category growth following the launch.
Kellogg's says Special K Cracker Crisps has "game changing" incremental sales potential for the category in the UK as the brand targets women who love crisps, but see them as a guilty pleasure to be avoided.
Ian MacKenzie, snacks marketing controller at Kellogg's, explained: "Historically big game changing innovation has driven big jumps in category growth for crisps 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.
"Special K Cracker Crisps won't leave women feeling short changed – they are deliciously flavoured, crunchy and satisfying for less than 100 calories for a generous portion. There is nothing like them in the category at the moment that taps into this particular female need so we are really excited about their potential."
The launch of Special K Cracker Crisps at the end of September will be backed by promotional and PR support followed by a £3m support package in January 2013.
Made from potato and wheat, Special K Cracker Crisps come in three tasty flavours: sea salt and balsamic vinegar, sweet chilli and sour cream and onion.
They're available in the Crisps aisle at all major supermarkets and convenience stores from the end of September 2012. They come in a unique 100g sharing carton for £1.99 or individual bags for 60p.
