Kellogg's Special K creates new website for slimming challenge

by Staff, Brand Republic 22-Dec-08, 15:15

LONDON - Kellogg is promoting the £3m Special K Slimmer Jeans Challenge with a new online tool that is designed to encourage people to lose weight.

The Shapemate website will offer free personalised slimming and fitness plans, along with a shopping list creator, live blogs and groups that slimmers can join.

The site has been created by magneticNorth.

Laura Keay, brand manager for Special K, said: "The Slimmer Jeans Challenge is in its sixth consecutive year and is still performing extremely well -- in 2008 the challenge helped to generate £12.4m worth of sales in January.

"Shapemate.co.uk will help weight managers achieve their goals and our ultimate aim is for members to establish a long-term healthy lifestyle to keep the weight off and stay healthy."

Shapemate.co.uk has also teamed up with online jeans retailer ilovejeans.com to offer members £20 off any jeans order.