New Look at Kashi

Kellogg owned cereal-maker Kashi recently unveiled a fresh new look intended to reflect "its belief that food should not only taste good, but do good." The new design includes its revised logo, and packaging that is contemporary and simple in appearance. The boxes certainly stand out for their clean look, avoiding most of the visual clichés common on cereal boxes such as a bowl of cereal, and excessive design elements. Instead the focus is on ingredients and cereal itself at the most basic level. The back of the boxes feature stories of "how the food was made and where it comes from – including employees, farmers and friends of Kashi who had a deep impact on it."

For quite sometime Kashi has struggled to find itself as a natural and health-conscious brand in the Kellogg portfolio, while becoming more and more mainstream in its distribution. Packaging has always been a big part of cereal's success and place within our culture, and this new look, while basically simple, should give the brand new life, if applied consistently across its product line. In my opinion, it's also a far superior effort than the cartoonish appearance of the new Annie's cereals recently launched by General Mills.

What do you think of the new look?

The possibilities of custom packaging

I don't want to sound like a broken record, but one of the most impressive innovators in the cereal industry is mymuesli of Germany, which has been featured here on several occasions. Their major contribution is the successful development of a model for custom cereals, which some American companies have attempted, but so far have failed.

Part of the appeal of mymuesli is the comprehensive experience they provide consumers. It's not just custom recipes they provide, but so much more; and that now includes an experiment with custom packaging. This level of personalization engages customers, and makes buying and eating cereal lots of fun.

Heidelberg, the large German company that makes commercial printers, has partnered with the cereal company to setup a custom printer in one of mymuesli's stores so that customers can walk out with a canister featuring their selected text and images.

Read Heidelberg's press release on this innovation, and consider the possibilities of well-established U.S. cereal companies could catch a vision for a whole new level of innovation!

Creative Packaging

Over the years I have highlighted innovations in cereal packaging. If companies are looking to innovate this is definitely one area in which there still is lots of room for creativity and new thinking. Unfortunately, it seems to be difficult for the major players to think "outside the box."

Recently I came across some concept projects developed by a graphic design student, Mun Joo Jane, at the Art Center College of Design in Los Angeles. She came up with a couple of cereal packaging ideas that truly draw attention. In particular, her Special K package (rebranded as K+), while elaborate, would certainly stand out on the grocery store shelves and at home.

Take a look at this idea, plus a much more austere concept, and tell us what you think: https://www.behance.net/gallery/27278793/Kelloggs-Cereal

I wonder if the cereal companies are paying attention?

It's in the Bag

This is not really new, but something I've been wanting to post for several months now.

A trip down the grocery aisle in recent years reveals the growing trend toward low-cost cereals, often packaged in bags. For cereal purists the mass marketing of cereal in plastic bags seems to take away much of what has made cereal a staple of the breakfast table. The box accompanying your bowl is part of what has made cereal such an integral part of our culture.

Nevertheless, consumers are increasingly realistic. Breakfast cereal is not cheap, and when the economy goes south, people are looking for the best deal. MOM brands, the largest alternative manufacturer of cereal has increased its market because it has taken advantage of this trend, primarily through its Malt-O-Meal brand of bagged cereals that copy big name brands. But, MOM has diversified with other brands as well.

One of the new, creative MOM brands is Spooners, a premium edition of its Malt-O-Meal Mini Spooners, a Mini-Wheats knock-off. Multigrain Spooners come in five flavors, but the real story here is the bag. This is not the flimsy cellophane bag of Malt-O-Meal stacked in bins in the cereal aise. These bags are a thicker plastic that is self-standing. Very attractive. Practical. Potentially revolutionary.

The stand-up bag is not new. We spotted it six years ago used by the UK cereal maker, Jordans. At the time I wondered how long it would take for others to tap into this innovation. MOM appears to be a company willing to "step outside the box" and that is probably why they are experiencing the success they are.

The digital cereal box

Interesting video from USA Today that features Mark Addicks, Chief Marketing Officer for General Mills. In the interview he talks about ways that they hope to engage consumers through digital content (via devices such as smartphones) on cereal boxes and other food products. The packaging becomes a "platform for content", and prize will be virtual. Done right, this could change the way we eat our cereal every morning, and certainly gives an advantage to the companies that can create digital media experiences.

Hi-tech cereal boxes

Last week all the buzz was about the Consumer Electronics Show in Las Vegas, the massive trade show for companies showing off the latest computers, mobile phones, gadgets, etc.

Amidst all the big names, some smaller companies were demonstrating their technologies, including Fulton Innovation. Utilizing their ecoupled inductive charging they demonstrated the possibility of retail packaging that can blink or light-up helping you identify products on the shelf. It's an intriguing concept, but do we need to have the cereal aisle light-up like a Christmas tree everytime we walk down it?

(Source CNet)

Technorati Tags: cereal, CES, packaging, breakfastbowl

Packaging innovations

The Olin Design Group recently passed on to me information on some new bags they designed for food products such as cereal. The bags come in two patented designs, Easy Pour and Zip Pour, both of which provide convenience, reduce packaging and food waste, and still remain attractive for marketing purposes.

Certainly, bag innovations are not new, and some companies have already done a great job with innovative bag designs. The key here is, as I have mentioned before, is for cereal companies to "think outside the box". Some companies have already done so. For example, Target's Archer Farms and several custom cereal manufacturers.

Apart from the practical and environmental benefits, it can also be a great way for cereals to stand out on grocers' shelves and in consumers' minds.

Technorati Tags: cereal, packaging, breakfastbowl

Time to think outside the box?

I've been away for the past few weeks, but cereal life continues...

In recent weeks a new discussion has emerged as U.K. grocer, Sainsbury, has announced that it will be using bags instead of boxes for its own brand of cereals. This is hardly innovative, as many other companies have been using bags, most notably Malt-O-Meal in the U.S.

What is significant, however, is that the discussion may be picking up, and reports are that even Kelloggs is considering it. Obviously boxes do perform a practical role, helping to preserve the physical integrity of the cereal, and they are a major part of the marketing and merchandising. But, with conventional cereal packaging there seems to be excessive waste between the box and the inner bag. Some companies have already begun experimenting with other forms of packaging, including a sharp and sturdy bag by Jordans, also of the U.K.

Maybe it is time for cereal companies to move beyond the box, and with innovation bring new life to their cereals.

Technorati Tags: cereal, packaging, breakfastbowl

Changing the box

Kellogg announced today a marketing test of new cereal boxes that could change the way we look at cereal in the grocery store. They are launching a six-month test in the Michigan area of boxes that they claim are "more consumer-friendly" and "space-saving". It could also provide new opportunities for shelving configurations in stores.

On the surface this appears to be another one of those packaging "tricks" to squeeze more profit out of cereals. I believe this relatively minor change has the potential to have a much greater effect. And, it could give Kellogg a new place in consumers' minds, at least in the short-term.

Technorati Tags: cereal, boxes, Kellogg, breakfastbowl

Target's packaging wins award

Earlier this year Target introduced an innovative new packaging concept for its Archer Farms cereals. The bagless containers were named 2008 Package of the Year in the Food Category by Food and Beverage Packaging magazine. Target is known for moving beyond the ordinary and their execution of this design with packaging company Sonoco is worth noting. Congratulations!

(Story in Marketwatch)

Technorati Tags: cereal, Target, Archer+Farms, packaging, breakfastbowl

Vintage Post

Vintage cereal boxes are not new (General Mills made some earlier this year). Now it's Post's turn.

I recently came across three of their cereals in vintage-looking boxes: Raisin Bran, Spoon-Size Shredded Wheat, and Grape Nuts. While not as authentic looking as what I've seen from General Mills and Kellogg, they are nonetheless fun, especially with the historical information on the back panels.

Nostalgia is a great way to sell cereal, as the morning breakfast bowl is deeply embedded in our culture and on our psyches. Cereal companies need to tap into this more.

Technorati Tags: cereal, Post, nostalgia, Raisin+Bran, Shredded+Wheat, Grape+Nuts, breakfastbowl

More on Archer Farms

A few weeks ago I reported on the new cereal packaging innovation being launched at Target with their Archer Farms house brand.

Visiting my local Target today I am even more impressed seeing the new cereals on the shelf. They look great, and stand out from the usual boxes of the other brands. The unique shape, the lack of inner bags, the plastic flip top, the attractive overall design, and appealing recipes make for a premium brand in its own right.

My question is: Why can't the big cereal companies come up with innovation like this?

Technorati Tags: cereal, packaging, Target, Archer+Farms, breakfastbowl

Target innovation

Target is known for its innovation. Another example is in its new cereal packaging that is to be introduced soon, as part of their Archer Farms house brand.

Archer Farms cereals themselves are not new, and already have a small, but loyal following. But, Target is hoping to raise their profile with unique packaging. Instead of the commonplace cardboard boxes or plastic bags, the organic cereals will be packaged in a sturdy, plastic cardboard container with a convenient flip-top lid.

Another attractive, premium option for consumers.

UPDATED April 21/08

Technorati Tags: cereal, Target, Archer+Farms, packaging, breakfastbowl

Time for packaging innovation

For the second day in a row I am highlighting a cereal innovation from the U.K.

Jordans Cereals have introduced a new cereal bag that stands out for several reasons. First of all it breaks away from the cardboard box and liner approach found with most cereals. Second, it is a standing bag, and not the flimsy cellophane of bulk and discount cereals. Third, the packaging material itself is unique: recycled, recyclable, biodegradable and soon fully compostable. Finally, the packages look good!

I have long argued that the future of cereal will be shaped by those willing to innovate. The big cereal leaders, Kellogg and General Mills, seem to be more focused on short-term profits and brand extensions than truly creative innovations. Perhaps they need to look at European examples like Jordans and mymuesli to see more substantial breakthroughs.

Technorati Tags: cereal, Jordans, innovation, packaging, breakfastbowl

Cheerios On-The-Go Pack

I've recently been critical of cereal price increases and have called for more innovation and value from manufacturers. Today I was pleased to see an example of this coming from General Mills.

Playing on the fact that Cheerios is the favorite cereal as a finger food for toddlers, General Mills has introduced a convenient container for parents for dispensing the little O's. The On-The-Go Pack is really nothing more than a cheap (but cool!) plastic container that is reusable and reinforces the Cheerios brand. And for 1.1 oz of cereal (1 official adult serving) it was selling for $2.19 at my local grocery store. Costly, but brilliant marketing. And probably will contribute to increase General Mills' revenue and profits.


Technorati Tags: cereal, Cheerios, General+Mills, packaging, marketing, breakfastbowl

Simple Cereal Box design

I have frequently highlighted the importance of cereal boxes in the marketing of cereal. Typically, cereal companies have focused on innovative designs featuring cartoon characters, sports figures, and other popular culture icons. An article that orginally appeared in the Washington Post (but reprinted in the Fort Wayne Journal Gazette) examines a new trend in cereal box design: simplicity. A clean, attractive way to cut through all the clutter in the grocery store cereal aisle.

LINK

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Technorati Tags : cereal, design, marketing, breakfastbowl

TV on cereal boxes?

This is not the first time I've posted on this topic, but talk continues on the development of inexpensive video display systems that could appear in unusual places including on cereal boxes. Packaging and eating breakfast will never be the same again.

Story at vnunet.com

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Technorati Tags : cereal, video, packaging, breakfastbowl