The US company worked with brand agency, JKR, to ask consumers what they wanted as a result of changing attitudes towards healthy eating.
Jeanne Wilson, director of marketing, Kashi, said this change comes at a time when people are expecting more than just a product from companies, they’re expecting them to align with their values as well.
“Evolving to Kashi GO reflects our food values and those of our customers who lead busy, active lives and want foods that can fuel and inspire them,” she said.
“Our purpose still remains the same: to offer foods with powerful sustenance to help elevate what comes next.”
As part of the rebrand, the company wanted to keep a lot of its core design that consumers recognize but change the name and remove the word 'lean' from its packaging.
The colors remain the same in recognition of specific flavors but it has added motivational words to each box: rise, flow, play, defy, crush, wander, and love.
Kashi ensured its design strategy of 'good clean food deserves good clean design' remained consistent with the Kashi Masterbrand, but was differentiated enough to convey the energy and benefits Kashi GO foods provide.
It has also updated its logo as a nod to an infinity symbol representing the sustenance and energy that Kashi GO provides to go about your day and do the things you want to do.
“Kashi GO encourages people to do what they love, and we wanted that to be apparent from the second they looked at the box,” said Wilson.
“The words inspire people’s next step, from small daily activities, to big adventures, while the food provides positive plant-based nutrition to fuel them to do those things.”
It launched GO cereal this month, with Maple Brown Sugar Flakes & Clusters, which contains 10g of protein per serving and is the first cereal in Kashi’s GO portfolio to contain a flake format.
It’s the latest flavor to join the line after the debut of Peanut Butter Crunch cereal in 2018. Kashi GO Peanut Butter Crunch cereal was the best performing new item launched in N/O ready to eat cereal (RTEC) in the past four years.
And later this month, it will launch three Kashi GO protein bars; Crunchy Peanuts + Peanut Butter, Dark Chocolate + Almonds + Sea Salt, and Dark Chocolate + Peanut Butter, all with 12g of protein and 6g of sugar.
Kashi products are available nationwide in the US and Canada.