Abstract
The product that is being presented is a Gluten-Free Protein Meal Bar. The Gluten-Free
Protein Meal Bar will be a perfect fit for the Kellogg Company. More specifically, a
product line extension to the Special-K line at Kellogg’s will help the Special K line
continue to grow. The line already has ten protein meal bars but none are gluten-free.
Special K has gluten-free cereal, chewy nut bars, and popcorn chips. This line is targeted
towards women which is a bonus because women are wanting to become healthier for
themselves and their families. Special K has been promoting healthy eating habits and
having big campaigns that encourages women to get healthy and fit. This line is continuing
to grow and a great sales potential. Having access to products that are Gluten-Free is very
helpful to those that suffer from this illness. Kellogg’s has always been known for keeping
are consumer’s needs first and offering them more gluten-free products is a great way of us
saying to them that we care about them.
I. PRODUCT CONCEPT
A Gluten-Free Protein Meal Bar is a great product to add to the Special K line because it is
a healthy snack that will give someone the correct amount of nutrients and it is also a
healthy choice for our customers. Kellogg’s Gluten-Free products are already a big hit.
These products are being promoted heavily around the United States and as a part of the
Kellogg’s company. As stated on our website, Kellogg’s works with the World Health
Organization, International Food and Beverage Alliance and International Life Sciences
