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Kellogg and Skinny Cow venture into new categories


The company best known for its breakfast cereals is launching two new products that require neither a spoon nor a bowl.

Kellogg Canada, maker of iconic brands like Special K, Froot Loops and All-Bran, recently announced that it is rolling out a line of breakfast sandwiches and protein shakes.

Special K Flatbread Morning Sandwiches and Special K Morning Shakes are new categories for the company, aimed at the "weight conscious woman who is on her personal weight management journey to improve her appearance," says Andrew Loucks, vice president of marketing.

They are also perfect for consumers who don't have the time in the morning to sit down and slurp up their breakfast. "With Canadians living busier lives than ever before, many of them are taking breakfast on-the-go,” Loucks adds.

The Flatbread Morning Sandwich comes in three flavours: Egg with Vegetable and Pepper Jack Cheese, Egg and Sausage, and Egg with Ham and Pepper Jack Cheese.

Containing 170 to 240 calories each, the frozen sandwiches are ready in 90 seconds.

The Morning Shake, a “creamy” concoction packing 10 grams of protein and only 190 calories per serving, comes in a resealable plastic bottle. The protein beverage comes in three flavours – vanilla, strawberry and chocolate.

Both products are available in stores across Canada.

Nestle’s Skinny Cow, another popular brand among women, is also expanding into a new category.

Best known for its low-calorie frozen snacks and treats, the brand recently launched two chocolate products, which are starting to crop up at major retailers across the country.

Dreamy Clusters are described as “creamy caramel and crispy pieces, covered in dreamy milk chocolate,” and come in plastic packaging.

Heavenly Crisps are a chocolate-bar substitute. They contain wafers, layered with chocolate crème and are covered in milk chocolate.

According to a Nestle spokesperson, early traction for these products, which boast big taste without big calories, has been great. “Our Facebook page has numerous comments of consumers who have tried all the products and are raving.”

It also helps that the brand is well recognized among women. “ has a great personality that comes to life through all key touch points, whether it be the packaging, in-store displays featuring the cow print, commercials, or digital,” the spokesperson notes.

The full promotion plan for Skinny Cow’s new products will include TV, digital and in-store.

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