In a packaging first, Kellogg’s has unveiled its modernised packaging by placing it under the original design.
In a move to ease consumers into the change for Australian staple All Bran, Kellogg’s adopted wraparound packaging of the original design which is torn off to reveal the new design.
The new design is targeted at women, particularly young women, focused on digestive health.
The wraparound packaging will be on packs for up to two months, with the new design to be on shelves by October.
All-Bran brand manager Victoria Cooper said the move marks a change in how packaging can improve its look without losing consumers.
“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.”