All-Bran gets a makeover

Posted by AFN Staff Writers on 11th August 2011

Kellogg’s has modernised the packaging of one of its leading cereal brands, All-Bran. To help customers recognise the brand, the company has adopted wraparound packaging that features the original All-Bran design. Customers tear off the packaging to reveal the new look box.

According to Kellogg’s, the use of wraparound packaging is a first for the cereal category.

The new design targets women who are concerned about everyday digestive health, with a particular focus on younger females.

The wraparound packaging will be on packs for up to eight weeks to enable consumers to become familiar with the new design, with all new packaging to be in stores from late September to early October 2011.

Victoria Cooper, All-Bran brand manager at Kellogg’s, said, “The new brand refresh heralds a step up in All-Bran’s brand positioning to a more modern and contemporary brand for women. Customers will still get the same great taste of their favourite breakfast cereal, just with a new look box.”

Kellogg’s All-Bran comes in four variants: Original, Apple-flavoured Crunch, Wheat Flakes and Honey Almond. It is available in Coles and Woolworths supermarkets nationwide.