Kellogg's has launched a new Special K Clusters breakfast cereal specifically designed for the independent trade. Kellogg's says the new variant offers a different breakfast taste and texture, offering those who don't like flake cereals an alternative. It adds that it is ideal for weight-conscious consumers as it contains just 3% fat. It will be mainly targeted at women and comes in two varieties honey and strawberry. The new product will be supported by a £3.6m media campaign that includes TV, outdoor, digital and PR activity, utilising the 'For girls who want more' slogan. In-store marketing support is available.

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