Kellogg’s launches weight loss protein shake
Kellogg’s has entered the weight management arena with its first-ever protein shake under its Special K brand. The product, which contains protein and fibre, is designed, says the company, to help women ‘stay on track with their weight management goals’.
Each bottle contains 180 or 190 calories depending on the flavour, 10 grams of protein, 5g of fibre as well as vitamins A, C, D and E and calcium. Kellogg’s says consumers using Special K products to replace some meals should be able to lose six pounds or one inch off their waist in two weeks.
The company’s entry into the category comes at a time when the market leader, Unilever’s Slim-Fast, has seen sales half in six years to around $300m in 2008.
The brand that Unilever acquired for $2.3bn in 2000 shed 25 per cent of its sales in 2008 alone as competition from the likes of over-the-counter weight loss pharmaceuticals such as GlaxoSmithKline’s alli gained market share.
