Weetabix packaging transformed in pragmatic redesign

By Rod Addy

- Last updated on GMT

Weetabix packaging transformed in pragmatic redesign

Related tags Marketing

Weetabix has replaced the plastic inner wrap around its biscuits with an easier to open paper alternative and redesigned its cereal packs to reflect this.

In addition to ease of opening, the packaging is also designed to keep the product fresh and was developed in response to consumer demand, the UK-based manufacturer claimed.

The paper tears evenly, helping to ensure the Weetabix biscuits stay protected from crumbling and breaking, said the firm. It has also been designed to be easier to fold back, to keep the biscuits fresher between serves.

In addition, the new wrapper has a polyethylene lining which protects the biscuits from moisture in the air, designed to keep them fresh throughout the product’s shelf life.

Branding agency Springetts has redesigned the Weetabix pack to reflect the new easy-open paper wrap. The new pack design is available across the UK.


The packaging redesign was backed by consumer responses to a trial of the concept earlier this year. Weetabix called on users of Facebook to post their views and out of more than 1,200 who shared their opinions, more than 85% gave positive feedback.

“The team has invested an incredible amount of time and resource in developing the new inner paper wrap so we’re delighted to have such a great result to share,” ​said Francesca Davies, marketing manager at Weetabix.

The wrap is not only easier to open and close, but it also helps minimise crumbs from falling onto the kitchen counter. We hope this will make breakfast time that little bit easier for families across the country.”

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