Kellogg moving into grocery store nutrition aisle

NEW YORK, June 23 (Reuters) - Kellogg Co. (K.N:Quote, Profile, Research), maker of sugary Frosted Flakes cereal and Keebler cookies, is moving into the diet and nutrition section of the grocery store with a line of protein-fortified foods, the company said on Friday.

Kellogg will expand its Special K line of foods with protein waters, snack bars and meal bars starting in November.

The new products are the first offerings of its new Health & Wellness Division.
"The new products complement and extend the equity of the Special K brand and will offer consumers more options to help achieve their weight-management goals," said Mark Baynes, senior vice president-marketing, Morning Foods Division, said in a statement.

Special K20 Protein Waters will offer five grams of protein, while the chocolate peanut butter, double chocolate and strawberry meal bars have 10 grams of protein. The snack bars will have four grams of protein.

Kellogg shares were off 13 cents at $47.89 in morning trade on the New York Stock Exchange. Through Thursday, the stock had risen more than 11 percent this year.