Now Kellogg’s launches limited edition ‘retro’ packaging to beat supermarket home brand look-alikes

Posted by AFN Staff Writers on 17th July 2013

Cereal manufacturer Kellogg’s Australia has announced it will release limited edition ‘retro’ packaging for several of its most popular cereals in August 2013.

In a nod to years gone by, Kellogg’s Corn Flakes, Rice Bubbles, Nutri-Grain and Coco Pops will be given a “retro makeover” for the month of August. Kellogg’s said the limited edition range will feature ‘vintage’ pack designs and original versions of packaging characters, including Snap, Crackle and Pop.

“The Nutri-Grain packs are based on designs from the 80s and will appeal to the latest generation of parents who grew up during this time and will recognise the cereal pack that used to sit on their breakfast table when they were kids,” said Patricia Kresojevic, Shopper Activation Manager for Kellogg’s.

Kellogg’s Australia said it was hoping the packaging would “evoke feelings of nostalgia” in consumers.

“Kellogg’s has been providing breakfast options to families for more than 80 years and revisiting the pack designs of some of our oldest brands is just another way of celebrating our heritage,” said Ms Kresojevic. “We hope the packs will help transport Aussie parents back to their childhood days,” she said.

Participating packs include Corn Flakes 150g, Rice Bubbles 170g, Nutri-Grain 200g, and Coco Pops 255g.

The limited edition ‘retro’ packs will be available in IGA supermarkets nationally from August 2013.

Credence claims and provenance claims to counter home brands

The Kellogg’s ‘retro’ and ‘limited edition’ packaging is part of a continuing food industry trend for suppliers using tradition and history to promote brand loyalty.

Australian Food News has recently reported numerous other Australian foods or beverages being marketed as ‘limited edition’ or ‘vintage. Others have included beers from Australian brewers East Ninth Brewing and Coopers Brewery, and espresso machine and coffee giant Nespresso.

Kellogg's has launched 'retro' packaging for its cereals