Brand Suicide

I came across this brand extension from Special K, a version of the low calorie, weight control breakfast now with added.....chocolate? I find this so bizarre. How can Special K, a brand thats entire purpose for being is to help consumers control their calories, pretend that adding chocolate is not a perversion of the entire brand? 

This screams to me of a company looking to boost SKUs and short term volume by adding ever more extensions, yet not thinking about their brand whatsoever. When brands do this, they are committing suicide. You can not expect consumers to believe in brand when it contradicts itself so fundamentally.