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Special K Popcorn Chips are baked, low-calorie, popcorn chips that contain 120 calories per 28-chip serving. The launch by Kellogg Co., Battle Creek, Mich., comes on the heels of the Cracker Chips launch under the Special K brand.
The popular Special K brand targets the growing number of health-conscious consumers who prefer the convenience of nutritious packaged food. Special K Popcorn Chips capitalize on the growing awareness and need of healthy snacking options. There is big demand today for healthy packaged food with its nutritional values and taste intact.
The company is gradually strengthening its snack lineup to decrease dependence on its mainstay cereal business, which is currently struggling. With the June 2012 acquisition of Procter & Gamble’s snack unit, which included Pringles, Kellogg will be a strong player in the snacks business, second only to PepsiCo Inc. The Pringles purchase may reduce the company’s dependence on its cereal business, apart from adding an important brand to its already popular offerings of snacks like Keebler and Cheez-It.