News Releases

MISSISSAUGA, ON, December 1, 2015 – Almost all women in Canada experience self-doubt on a daily basis, but as we start to think about making New Year’s Resolutions, that unforgiving voice inside can increase in volume.

Often, our inner critic complains about body issues. In fact, a recent Special K #OwnIt Body Confidence Survey[i] found the most common focus of body negativity for Canadian women is the mid-section, with over 75% admitting that they worry about their belly, hips or butt. Nearly 50% of women fret about their facial features; 25% are concerned with their arms or legs; and almost one in ten is unhappy with her height. The survey also found that the impact of self-doubt goes well beyond what they see in the mirror ― self-doubt is actually preventing Canadian women from being their best-selves at work and in their personal lives:

• Missing out on love. 52% of women say they have skipped a date, a social function, or avoided physical intimacy because of a lack of body confidence;
• Silencing our aspirations. 24% of women have not applied for a job they’re qualified for, or have not spoken up at work or in class, because of self-doubt; and
• Slowing us down. 23% of women have avoided the gym or participating in sports, and another 23% have avoided dancing because self-doubt is holding them back.

In order to find their inner strength and #OwnIt all:

• 80% of women say accomplishing a goal is a definite confidence booster;
• 80% of women say being surrounded by the people they love such as family and friends helps them feel good. When asked specifically about who makes them feel the most positive about themselves, 59% of women say close friends, edging out partners (former or current) at 57%, and mothers at only 32%;
• Doing a physical activity ranks high for 77% of women surveyed; and
• 41% of women initiate a positive self-talk in the mirror to boost their spirits. 

This holiday, Kellogg’s Special K – a long time partner of Canadian women – is calling on all women to make only one resolution: “More Doing. Less Doubting.” This rallying cry continues the conversation on the power of body confidence and inner strength Special K sparked with the #OwnIt anthem video  and campaign this past fall.

“Studies have shown that 97% of women have an ‘I hate my body’ moment every single day,”[ii] says Natasha Millar, Senior Director, Ready-to-Eat Cereals & Beverages, Kellogg Canada Inc. “The Kellogg’s Special K #OwnIt program is intended to counter that negativity. While we may not be able to eliminate self-doubt for women, we can be her ally in the fight against it by exposing how widespread it is and becoming an advocate for body confidence and inner strength. When Canadian women are able to take control of self-doubt, they are stronger, more confident, healthier and ultimately empowered. And that’s the start of a truly happy new year.”

A key component of the #OwnIt program is focusing on the important role of good food choices in the quest to be their best selves. Company research shows that food choices are often a contributing factor to self-doubt. That’s why Special K is deepening its #OwnIt commitment by launching the new Kellogg’s Special K Nourish line of products.            

“With Special K Nourish, we are listening to what women really want and offering them great tasting breakfast and snacking options that feature real, visible ingredients and positive nutrition,” adds Millar.  “As a result, women don’t have to second guess their food choices. Nourish is simply delicious food that makes you feel good inside and out.”   

The Special K Nourish line of products features two great tasting flavours of cereals – Special K Nourish Coconut, Cranberries & Almonds, and Special K Nourish Apples, Raspberries & Almonds – as well as two delectable bars – Special K Nourish Cranberries & Almonds and Special K Nourish Dark Chocolate Chunks & Almonds. With ingredients like crispy multigrain flakes, oven-roasted nuts and sun-ripened fruit, there’s no need for artificial flavours or colours.