Kellogg’s mimics Coca-Cola’s book by creating a top secret new recipe for its Special K, as the cereal manufacturer fights back against the rise of supermarket own-brand cereals.
Kellogg’s will disclose the new recipe to some trusted employees, who’ll be required to keep it secret. They could be hit with a heavy financial penalty if they violate this agreement.
This move by Kellogg’s aims to stop its rivals from piggy backing on the success of the Special K brand. It marks the first time that the cereal giant has changed the recipe of Special K in 30 years. The move copies those of Coca-Cola, which has long protected the recipe of its soft drink.
Ruth Gresty, Special K brand manager, said in a statement that there are many imitation versions of Special K on the market but their new recipe will stand out from the crowd as a premium product.