The launch next week of a controversial campaign for Kellogg could pave the way for the introduction of an equally controversial new product in the UK. Vector is a meal-replacement product in cereal form and contains vitamins, minerals, protein and complex carbohydrates. It was launched last year in Canada, following Kellogg’s lobbying for government approval, and is now being hailed as one of the most successful product developments in its history. Although sources in Canada insist Vector will be introduced to the UK, Kellogg officials in this country have denied it plans to launch the product here. The news came as the company found itself under fire for its 2 Week eating challenge, launching on June 5. Consumers are encouraged to eat cereal for breakfast and as a replacement for one other main meal. A three-stage TV campaign that introduces, motivates and reports on the success of participants is supported by press advertising and details instore and on pack. Some dietary experts have labelled the campaign “irresponsible”. But Kellogg said it had worked closely with nutritional experts to develop it as “a way to kick-start a healthy lifestyle”. {{NEWS }}

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