Kellogg’s breakfast brands get updated packaging

This article first appeared in Convenience & Impulse Retailing, authored by Tom Oakley-Newell

Kellogg’s will begin its roll out of updated packaging across its breakfast brands, which will include an easy-to-read nutritional panel, and the Australasian Recycling Label (ARL).

A third of the back-of-pack will feature nutritional information including ingredients, product benefits, and nutrition information. They will also be incorporating a series of icons to drive visual communication and convey key nutrition or product benefits.

Dr. Gina Levy, Senior Nutrition Manager at Kellogg Australia, said dedicating such a large portion of the pack is one more way Kellogg is helping consumers be more informed in food choices.

“We know sometimes Nutrition Information Panels can be confusing, so we’ve made them simpler to read with all nutritional information in one location. We have also listed some of the added nutritional benefits with the help of icons to help consumers make their choice.”

The addition of the ARL comes shortly after Nestle called on more companies to include the label, and will make recycling even easier by letting consumers know how and where to recycle their Kellogg cartons.

As part of the redesign, Kellogg have added a red tab on both the top and bottom left-hand corner of each box, which wraps around the entire carton.

Lucie Wolstenholme, Marketing Director at Kellogg Australia, said the new wrap around device on the packaging helps shoppers easily pick out their favourite Kellogg brand.

“We also wanted to make sure that the new pack design made it really easy for people to navigate to the information that is most important to them including the nutrition and sustainability information.”

All Kellogg Australia breakfast brands will feature the new packaging design by the end of March 2022.

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