Kellogg's is to carry a promotion on packs of Special K in which shoppers can send off for a personal trainer watch.
The watch, which tracks calories burned during exercise, will be available for £9.99 plus two tokens.
It will feature on packs of Special K cereals and bars and will be supported by TV advertising for four weeks from May.
Kellogg's is also extending its 10-year relationship with the Amateur Swimming Association. A further £3m will be invested into the grass roots level of the sport over the next three years.
RRP from £2.39
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