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London - Most women, it’s fair to say, won’t be too sad to see them go.
Kellogg’s recently announced that it is to ditch its Special K slender models for the first time in 25 years in favour of plus-sized “real” women.
The cereal firm said it hoped the move would allow women to see the lifestyle benefits of losing weight, rather than just focusing solely on body shape.
All the women featured in the advert have a Body Mass Index - the formula usually used to determine a person’s fat levels – of between 18.5 and 29.
Adults with a BMI of between 18.5 and 24.9 are classed as being of a healthy weight, while those in the range between 25 to 29.9 are deemed overweight. The advert shows each woman – not dressed in the Special K red swimsuit – stepping on to a set of scales.
However, instead of their weight flashing up, they receive a compliment, such as “gorgeous” or “amazing”.
Katie McNeil, a beauty therapist, from Chobham, Surrey, was shopping in Covent Garden when she was asked to take part.
The 36-year-old mother of two, who has a BMI of 29 and is a size 14-16, said: “It can be depressing for women when they see skinny models on TV all the time.
“Thankfully, they didn’t make us wear that red swimsuit.”
A spokesman for Special K said: “It is the perfect way to encourage women not just to focus on the bathroom scales. The Special K girl will still be used as she is a icon of our brand.” - Daily Mail