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Special K

The Special K range is made with natural grains. Our cereals provide a source of goodness to empower your healthy choices every single day. And, our snacks provide moments of taste and enjoyment. Savour every cereal bowl or snack bite.

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Vitamin D
Vitamin B

The power of multigrain

The Special K Flake is made with three grains. Rice, wholewheat and barley. Rolled, toasted and flaked.

No artificial colours, flavours or preservatives. The flake in all its glory, full of flavour and enriched with nutrients that matter to power you.

Special K: Start Good. Stay Good.

The secret to a day of good decisions, is to get a good start

Special K Granola

30% less sugar on average than other granolas. IRI UK 2021. Total sugar content per 100g were obtained from in store audits of labels of packaging and manufacturer or retailer websites in 2021.

Less carton for Special K bars

The way our foods are packaged ensures their safety, freshness and great taste. We also consider the impact of our packaging on the environment. Our founder, W.K Kellogg, understood the importance of more sustainable packaging and these dual considerations when introducing the very first boxes of Kellogg’s Corn Flakes made from recycled content.

Our Commitments

As part of our Kellanova Better Days™ Promise to create better days for 4 billion people by the end of 2030, we will work towards 100% reusable, recyclable or compostable packaging (by volume) by the end of 2030.

Kellogg Company introduced recycled cereal boxes in 1906. Over 117 years later, Kellanova remains committed to working to reduce our packaging impact to help protect our planet. In addition to designing our packaging to be more sustainable, we are working to help fix the low recycling rates of plastics and lack of infrastructure in several ways. View more about our sustainable packaging here. Today Kellanova is also a signatory to the Ellen MacArthur New Plastics Economy Global Commitments.

We take our responsibility to champion education and build partnerships in this space seriously.

Our Approach

We deliver more sustainable packaging which protects the quality of our foods and delights consumers.We redesign for quality to delight more sustainably.

Our framework involves three approaches:

  • Reduce packaging as much as we can across our portfolio by decreasing total packaging weight wherever possible.
  • Remove certain plastic items and packaging materials.
  • Redesign packaging to be recyclable or compostable.

Our Progress

In 2024 we are reducing the height of our Special K Dark Chocolate, Milk Chocolate and Juicy Red Berry snacks packs.

With this change we are cutting 38,5 tons of carton per year across Europe using 6.86% less carton material on our Special K consumer facing packs. We are cutting an additional 15,2 tons of carton across Europe thanks to a 4% reduction on outer cases.

Thanks to this initiative we are now able to fit one more layer of Special K bars to each pallet, enabling us to use approximately 22 less trucks on the road across Europe per year.

Frequently asked questions

Is Special K fortified with vitamins and minerals?
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Our Special K flake is fortified with vitamin D, a range of B vitamins (B1, B2, B3, B6, B9 & B12), iron and zinc. And, our core Special K Bars are fortified with vitamins B3, B6 & B9. We use fortification as we recognise its role in providing vitamins and minerals in diets across Europe, and we are committed to ensuring our consumers have access to nutritious, great-tasting, quality foods.

Are Kellogg & Special K committed to reducing sugar in their cereals to improve people’s diet?
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Kellogg has an ongoing programme to improve its food and the choices we offer families. In recent years, we have seen sugar come down in some of our biggest brands including Special K. It’s important to realise the benefits offered by our foods too. For example, Special K cereals provide a source of nutrients. Our teams are committed to learning and applying new technologies which help improve our foods, in line with our consumers expectations. We will continue this journey, providing people with more of what they want and need in our food, and less of what they don't.

Does the Special K range contain artificial flavours and colours?
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The Special K cereals and snacks range is free from artificial colours and flavours.

Does Special K contain palm oil?
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Special K cereals do not contain palm oil.

Is Special K made from Genetically Modified Ingredients?
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All Kellogg food made and distributed by Kellogg in Europe does not contain ingredients derived from GMO.

What’s Kellogg’s record on animal welfare?
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As a socially responsible company, Kellogg has always been committed to responsible sourcing, including protecting animals. Even though we are a grain-based company and we use very few animal products in our foods, we embrace the important role we play in influencing responsible and sustainable behaviour throughout our supply chain.

How recyclable is the Special K packaging?
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Since 1906, the paperboard of Kellogg cereal boxes has been recycled and today, a lot of our food packaging comes from recycled content.

The outer cardboard of the Special K box is made from recycled materials and is recyclable however the inner liner bag is made from PE (polyethylene) and is only recyclable in specialist locations.

In 2018, Kellogg announced the expansion of its Global Sustainability Commitments to include a goal of working toward 100 percent reusable, recyclable or compostable packaging by the end of 2025.

Where is the soy protein from in Special K and is it GMO?
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The soy we’re using in this food is non-GMO. And as we’re a global company, we source our ingredients from a variety of high quality suppliers across the globe.

Why is Special K the “UK’s favourite cereal brand in its category”?
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The “UK’s favourite cereal brand in its category” claim relates to the sales volume of our Special K branded cereals versus other cereals in the category functional health breakfast cereal. To support this claim, IRI sales data was screened to identify the sales volume of products in the chosen category in the past 52 weeks. The sales volume of all products sold under the brand Special K is higher than the sales volume of all other brands individually in that category.