Kellogg’s saw that Special K was a strong, mature brand that it could
base other products on. It saw that Special K’s strength could be used to
launch a whole range of brand variants. First, in France, Special K Red
Berries was launched. This was a success so it was launched in Britain
in 1999. Special K bars came out in 2001, with extra promotion. By
2003 Kellogg’s had also launched Special K Peach and Apricot in both
boxes and bars. The success of the new brands means that they are now
sold all over the world.