Healthcare Technology Featured Article

December 10, 2010

Healthcare Technology and News: Special K Launches Mobile App, MyPlan, Promoting Weight Loss Challenge


As a leading producer of cereal and convenience foods, Kellogg Company, under its Special K brand name, is launching its first mobile app, myPlan, for the iPhone and Android mobile devices.

To be launched in the U.S. market, the app offers mobile users with a new way to take the Special K Challenge, thus enabling them to achieve their weight loss goals by staying in track with their diet plans, now accessible via their mobile devices. In partnership with premier U.S. mobile media agency MediaMob, Special K created the unique plan with the help of global ad agency Leo Burnett. Users can download the free app from the App Store or through the Android Market.

In a release, Jesper Lund Jacobsen, associate director for the Special K brand at the Kellogg Company, said, “The Special K brand is excited to introduce the myPlan app to make our popular Special K Challenge content available in places and devices where weight managers can easily access and benefit from the information. We are excited to be launching myPlan at the end of the year when consumers are looking for ways to maintain a healthy diet and prepare their New Year’s resolutions.”

Special K’s myPlan app will enable users to shed unwanted holiday pounds or become more fit and fabulous in the New Year. Using Special K’s myPlan app, users can design a unique weight management plan, access daily menus, track progress, receive helpful tips, find challenge-friendly recipes and access Special K’s full suite of products. Moreover, users are backed with an additional community support whereby their progress can be shared as well as celebrated with friends on Facebook.

In a release, Joseph Bartolucci, senior vice president and creative director at Leo Burnett, said, “As a brand, we’re always looking for new ways to help women maintain their weight loss goals. The New Year is a key time to remind them it’s easier than ever to start. The myPlan app is just another way to make the challenge more accessible and easier to take than ever.”

Kellogg plans to promote myPlan app to consumers using localized events, social media, online, search and mobile channels.


Carolyn John is a Contributor to HealthTechZone. To read more of her articles, please columnist page.

Edited by Tammy Wolf
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