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.”


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