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.

All Bran
All Bran

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.’

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  • Adam Healy November 30, -0001 at 12:00 am

    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.

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