Kellogg unveils first new pack design for 18 years

Kellogg has redesigned its cereals packaging for the first time in 18 years, but refuses to confirm whether its slogan “If you don’t see Kellogg’s on the box… it isn’t Kellogg’s in the box” has been axed.

Despite its slogan’s claim, the cereal giant recently struck an own-label deal with supermarket Aldi in Germany, as first revealed in Marketing Week (February 24).

The redesign covers nine brands including Corn Flakes, Special K and Coco Pops. It aims to unify and modernise their identity. The boxes will be on display by the end of April.

Cereal boxes will feature a large Kellogg “K” logo, while the familiar red strap has been removed.

Boxes will retain Kellogg’s well-known colour schemes, such as red and white for Special K, and brown and yellow for Coco Pops. Characters such as Snap, Crackle and Pop on Rice Krispies and Tony Tiger on Frosties will be incorporated in the design.

The new look was created by Kellogg creative and packaging services manager Ron Davies and design consultants Taylor McCann. Kellogg marketing operations and media controller David Walker says: “The new pack design ensures the Kellogg brand is instantly recognisable on the shelf.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here