Kellogg’s set to refresh packs and 106 year old brand

Food giant Kellogg Company has announced a refresh of its 106 year old Kellogg’s brand and packaging

The update which starts with Kellogg’s completely redesigned website at www.kelloggs.com will be the most significant in the company’s history. It be launching in the US and Canada first and will be rolled out globally soon.

The firm said that many enhancements will soon be visible across the Kellogg’s portfolio and packaging. This includes a new tagline – ‘Let’s Make Today Great’. This will also include distinctly bright visual graphics and images “that reflect company and consumers values of optimism”, according to the firm.

“Ensuring that an iconic and hugely successful 106 year old consumer brand is as relevant today as when it was first launched is no easy feat,” said Mark Baynes, Kellogg Company’s chief marketing officer.

Baynes added: “Refreshing the Kellogg’s brand, which has been trusted by generations of consumers, required careful research and thinking, and these changes help us better convey our brand’s purpose and values to today’s consumers.”

According to Millward Brown, early research showed that the Kellogg’s brand was one that resonates with consumers around the world. In the company’s six core markets – the US, Canada, Mexico, UK, France and Australia – the brand enjoys what brand consultancy Millward Brown identifies as “Olympic” status.

Popular products under the Kellogg’s umbrella include Mini-Wheats, Rice Krispies, Corn Flakes, Frosted Flakes, Special K, Eggo, Nutri-Grain and more.