By
Sean Poulter
19:16 EST, 16 May 2013
|
03:29 EST, 17 May 2013
Moving forward: The recipe of Special K is being changed – to make it healthier
The recipe of Special K is being changed – to make it healthier.
Saturated fat is being reduced by 40 per cent and salt by 11 per cent. The new cereal will also have 80 per cent more fibre.
Launched in Britain in 1959, Special K was originally aimed at men as a healthy alternative to a fry-up.
In 1983, a marketing shift saw the introduction of the red swimsuit-wearing Special K girl and its promotion as a weight loss aid for women.
Now the cereal, which is only outsold by Weetabix in this country, will be made from three grains – rice, wholewheat and barley.
Kellogg’s said the change is being made
as part of a wider policy to stop supermarkets and others stealing the
look and taste of its popular cereal.
It suggested the new recipe
will be kept a closely guarded secret to stop its rivals from
piggy backing on the success of the Special K brand.
However, the dramatic reformulation looks much more like a decision to improve the health of the cereal following criticism.
Last
year, the Advertising Standards Authority banned a TV commercial for
Special K for misleading women about the number of calories in a bowl.
It
suggested the figure was just 114 calories, however this failed to
include the calories in the milk, which could add anything from another
86 to 122.
The consumer group Which? has campaigned on the issue of
sugary breakfast cereals, suggesting they ought to be placed alongside
biscuits and cakes in the supermarket aisles.
Last year, it called on
Kellogg’s, supermarkets and others to improve their recipes, saying:
‘More action is needed by retailers and manufacturers to provide a wider
choice of healthier cereals.’
Interestingly, while many aspects of
the new Special K are more healthy, the amount of sugar and calories
will remain much the same.
Popular: Special K is only outsold by Weetabix in this country
The sugar will remain at about 5g for a small 30g bowl, while the calorie count comes in at around 112 before milk is added.
Kellogg’s
said it is surrounding the new recipe in secrecy and will use the law
to try and prevent rivals from copying the taste, look and appeal.
Spokesman,
Ruth Gresty, said: ‘There are many copycat versions of Special K on the
market – a phenomenon fairly unique to the UK – but our new recipe will
really stand out from the crowd as a premium, tastier product.
‘Now
made with three grains and wholegrain the new Special K flakes not only
look different and more wholesome but it’s our tastiest recipe yet.
‘We
are confident there’s no contest when compared with supermarket own
brands and we plan to keep the new formula a closely guarded secret to
stop history repeating itself.’Â
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Special K uses GM ingredients. Wouldn’t eat this, ever.
Londoner101
,
london, United Kingdom,
17/5/2013 12:55
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Still too much sugar though for my liking. As a diabetic, it’s shredded wheat all the way for me.
Darth Clegg
,
Deathstar III, United Kingdom,
17/5/2013 12:35
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It says is is 99% FAT FREE anyway??? Are the reducing 40% of the fat in the remnaining 1 % of fat then??
It already tastes vile, so will be even more vile after they do that.
Frizztops
,
Loughborough,
17/5/2013 12:34
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People need fat in their diet. Its SUGAR that is killing us….
gogoplex98
,
TO, Canada,
17/5/2013 12:30
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People need fat in their diet. Its SUGAR that is killing us….
gogoplex98
,
TO, Canada,
17/5/2013 12:30
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People need fat in their diet. Its SUGAR that is killing us….
gogoplex98
,
TO, Canada,
17/5/2013 12:29
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People need fat in their diet. Its SUGAR that is killing us….
gogoplex98
,
TO, Canada,
17/5/2013 12:29
Report abuse
People need fat in their diet. Its SUGAR that is killing us….
gogoplex98
,
TO, Canada,
17/5/2013 12:29
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People need fat in their diet. Its SUGAR that is killing us….
gogoplex98
,
TO, Canada,
17/5/2013 12:29
Report abuse
People need fat in their diet. Its SUGAR that is killing us….
gogoplex98
,
TO, Canada,
17/5/2013 12:29
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