With 2 out of 3 U.S. girls and many women missing key nutrients in their daily diets, Kellogg’s® Special K® will opened the Shortfall Supermarket on Oct. 11, the International Day of the Girl, in partnership with the United Nations Foundation’s Girl Up to highlight this nutrition gap and the role food plays in living life at full strength.
“After studying key nutrient shortfalls and how they impact the everyday strength of women, we’re on a mission to help them answer the call of their bodies with foods that help them feel energized, happy and strong,” said Christie Crouch, Special K Director of Marketing. “And because Special K believes in the importance of educating strong girls to become strong women, we are continuing to partner with Girl Up and support their global leadership work.”
Open from 8 a.m. to 6 p.m. on Oct. 11 at 198 Allen St. in New York City, the Shortfall Supermarket reframed the grocery shopping experience with aisles organized by nutrients instead of food categories. Upon entry, shoppers learn what shortfalls they may be experiencing based on a quiz that examines their typical shopping habits and how they feel. They’ll then be able to shop for items, including Special K foods, that deliver vitamins D and E, calcium, magnesium and fiber, which 2 out of 3 girls and 2 out of 5 women are missing. While the Shortfall Supermarket is a free pop-up experience, shoppers can join Special K in supporting Girl Up by donating the value of their groceries to help power the next generation of women.
“Girl Up and Special K have a shared mission of empowering girls around the world,” said Anna Blue, the Co-Executive Director of Girl Up. “And Special K is helping Girl Up girls understand that if you are not getting what your body needs then it’s harder to go out and change the world.”
As a brand that believes strongly in the importance of female strength, Special K foods are now made to deliver the nutrients strong girls and strong women need. As of July, favorites like Red Berries, Fruit & Yogurt and Vanilla Almond cereals now feature whole grains as the first ingredient and a good source of Vitamins D and E and fiber, as well as Vitamins A and C, and an excellent source of iron and B-vitamins. These cereals will be available to try at a Power Up bar inside the Shortfall Supermarket, along with Special K Trail Mix-Inspired Protein Meal Bars that offer a good source of calcium, and samples of new Special K Protein Meal Bars that provide a good source of magnesium.
Together, Special K and Girl Up are helping to fuel young women to be strong in all aspects of their lives. As the exclusive food partner to Girl Up, Special K is providing girls globally with critical nutrition education resources to unlock and support female strength.