News Releases

Tweetable Highlights:

• #SpecialKCanada is taking a stand by helping to silence Fat Talk through positive thinking
• Help silence Fat Talk with #SpecialKCanada to look and feel your best in the New Year

MISSISSAUGA, ON, January 13, 2014 – The New Year, full of so many hopes, dreams and possibilities, has finally arrived and Kellogg’s Special K* is determined to help Canadians accentuate the positive and silence the negative in their lives.

Although 97 per cent of Canadians agree that a positive attitude can help them achieve their goals[i], according to the recent Kellogg’s Special K Fight Fat Talk Survey, two thirds (66 per cent) of Canadian women[ii] still admit to ‘Fat Talk’ – a de-motivating and contagious negative dialogue about their own or another’s body. Whether sparked by an unflattering photo or shopping for jeans, these negative comments are a significant barrier to weight management success.

It seems that whether north or south of the border one thing about ‘Fat Talk’ is constant: women are their own worst critics. Three quarters (75 per cent) of Canadian women and 70 per cent of American women are most likely to ‘Fat Talk’ about themselves.[iii] [iv] Interestingly, however, ‘Fat Talk’ still remains even more prevalent in the United States than in Canada where a staggering 93 per cent of American women say they engage in the self-defeating behavior.[v]

Unfortunately, the truth is that negativity has become normalized in our culture and it’s weighing women down. In 2014, it’s time to put positivity first and shift the weight management conversation to a more positive one.

GUIDING THE CONVERSATION TOWARDS POSITIVITY

To help Canadians achieve their weight management goals, Special K is encouraging women to turn the conversation around by silencing the negativity and steering the conversation to be more positive and productive. In fact, recent Special K research shows that women who think positively are more likely to report success with their weight management efforts and are eight times less likely to gain weight than women who think negatively about their weight management.[vi]

“Kellogg’s Special K has shown that positivity is an important factor in weight management success, yet ‘Fat Talk’ is so embedded in everyday conversation that it has become a barrier for women to managing their weight.  That’s why Special K is committed to empowering Canadian women to feel confident about their bodies and shut down negative thoughts by focusing on the positive,” says Chris Bell, Vice President Marketing, Kellogg Canada Inc. “To help women get off to a positive start and stay positive throughout the year, Special K offers a wide range of delicious and convenient breakfast and snack solutions to help every woman stay on track along her weight management journey.”

To help shift the conversation towards positivity, Canadian women can share this infographic on their social networks using the hashtag #SpecialKCanada.

HEALTHY ISN’T BORING WITH NEW SPECIAL K PRODUCTS

To help Canadian women get off to a positive start and stay positive throughout the year, Kellogg’s Special K is rolling out brand new snacks, cereals and protein shakes to help keep women on track.  Now, healthy can taste good too with new products like Kellogg’s Special K Pastry Crisps in Cookies & Cream and Chocolatey Caramel flavours; Kellogg’s Special K Protein Shakes in new Café Latte and Café Mocha flavours to help shake off hunger without sacrificing flavor; Kellogg’s Special K Cracker Chips in new Salt & Vinegar flavor – perfect when a savory snack craving hits, and Kellogg’s Special K Chocolatey Red Berries cereal – a great new option for a wholesome breakfast or an anytime snack.

KELLOGG’S SPECIAL K  THINK POSITIVE TIPS

1. Think Before You Speak

‘Fat Talk’ is a defense mechanism for many Canadian women. In fact, when asked why they are most likely to engage in ‘Fat Talk’, 45 per cent of Canadian women answered: “It’s better for me to criticize myself before anyone else.” Be gentle on yourself! Silence negative thoughts internally before they manifest themselves externally.

2. Change the Conversation When ‘Fat Talk’ Comes Up

Women who think positively about weight management were more likely to put a stop to negative conversations about their own or others bodies. You can be a positive influence on yourself and others.

3. Stop Comparing Yourself to Other Women

Thirty five per cent of Canadian women between the ages of 18-34 are most likely to ‘Fat Talk’ when looking at photos of other women. Instead, let the others around you inspire you to achieve your goals.

4. Say Something You Like About Yourself Every Time You Self-Criticize

Vocalizing the positive will help to shut down the negative.

ABOUT KELLOGG CANADA INC.

Driven to enrich and delight the world through foods and brands that matter, Kellogg Canada is the leading producer of ready-to-eat cereal in Canada. Every day, our well-loved brands nourish families so they can flourish and thrive. These include All-Bran*, Corn Flakes*, Corn Pops*, Eggo*, Froot Loops*, Frosted Flakes*, Kashi*, Kellogg's* Two Scoops* Raisin Bran, Mini-Wheats*, Nutri-Grain*, Pop-Tarts*, Pringles*, Rice Krispies*, Special K* and Vector*. Because we believe in the power of breakfast, we focus our philanthropic efforts on global hunger relief through our Breakfasts for Better Days™ initiative, providing 1 billion servings of cereal and snacks - more than half of which are breakfast - to children and families in need by the end of 2016. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com. To learn more about Kellogg Canada’s efforts in these areas, please visit www.kelloggs.ca.

* © 2014, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.

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[iii] Source: Omnibus poll conducted on December 11, 2013 on the Angus Reid Forum, on behalf of Special K. This online survey comprised 773 randomly selected Canadian women. The results have been statistically weighted according to the most current education, age, gender and region Census data to ensure samples are representative of the Canadian adult population.

[iv] Source: Impulse Research Corp, Kellogg’s Special K Resolution Fat Talk Survey, 2013

[v] Source: Psychology of Women Quarterly, March 2011 vol. 35 no. 1 18-28

[vi] Source: Edelman Berland Special K Study “Positivity and Weight Management: A Look at the Gains,” Sept. 2012