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Earmarks combined $40M for extension, new Fruit Harvest SKU. BY SONIA REYES
KELLOGG, WHICH BUILT A rare oasis of growth in the stagnant cereal category two years ago with its widely copied Special K with Red Berries, will attempt to jump ahead of the competitive curve once again with a vanilla almond version of the cereal.
The launch, along with a peach-strawberry version of Fruit Harvest, will get a $40 million budget, which will fund national TV and print campaigns. The two new products, which will split the marketing budget evenly, are slated to hit shelves next month.
Jenny Enochson, Kellogg director of marketing communications, said the two SKUs "deliver even more convenient year-round enjoyment of unique cereal combinations as part of consumers' healthy, active lifestyles." The Special K extension, which contains sliced roasted almonds and a "touch of natural vanilla," per Enochson, will retail at $3.69 for a 14-oz. box. The 13.3-oz. box of Fruit...