New look Kellogg keeps consumer informed

Kellogg has begun rolling out new packaging design across its breakfast brands. The refreshed packs are said to allow for easier on-pack navigation of nutrition and recycling information through a “simple and cohesive design that is easy on the eye on both the shelf and in the pantry”, with a new aesthetic side panel.

The company has also added a striking red tab in both the top and bottom left-hand corner of each box, which wraps around the carton utilising the three-dimensional nature of the pack.

“The new wrap around device on our packaging really helps our shoppers to easily pick out their favourite Kellogg brand either on the store shelf, or in their pantry at home,” says Kellogg Australia Marketing Director Lucie Wolstenholme.

“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,” she says.

Kellogg has dedicated a third of the back of pack to an easy-to-read nutrition panel that includes ingredients, product benefits and nutrition information. Also introduced are a series of icons to help drive visual communication and convey key nutrition or product benefits.

“Dedicating such a large portion of our pack to nutrition information is one more way that we are helping consumers to be informed about the foods they choose,” says Kellogg Australia Senior Nutrition Manager Dr Gina Levy.

“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,” she says.

The updated packaging includes the Australasian Recycling Label (ARL) which displays simple recycling information including how and where to recycle the cartons – either in through curbside recycling bin, or at a REDcycle bin for soft-plastics.

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

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