Kellogg’s rebrands Nutri-Grain
Kellogg’s has repositioned its Nutri-Grain range with a new identity and on-pack graphics designed by its in-house team.
The change has been prompted by a new Nutri-Grain Crunchy product which launches in January alongside refreshed products Elevenses bakes, and Soft and Fruity – formerly Soft Bakes.
Kellogg’s says the rebrand has been handled entirely in-house but that it has turned to its ad-agency Leo Burnett to lead a £3m marketing campaign.
A team of ten in-house designers works on all branding and packaging briefs at Kellogg’s. On the NutriGrain project, the team was handed a brief from Kellogg’s marketing department ‘with an emphasis on representing ingredients – oat, wheat, grain – which were lacking from the old packaging,’ according to a Kellogg’s spokesman.
The company will also launch an All Bran breakfast biscuit early next year, with packaging designed in-house.
Ian Mackenzie, UK snacks marketing controller at Kellogg’s says, ‘By launching breakfast biscuits under the All Bran brand we can bring a clear point of difference to what is already on offer in this segment.’
Not convinced by this move, an update was necessary, but the similarities are far too close to Kraft’s ‘Belvita’. The two product lines are near indistinguishable.