Kellogg’s invites Brits to get personal with their breakfast cereal

By Gill Hyslop contact

- Last updated on GMT

Kellogg's personalised sleeve promotion runs until 28 November. Pic: Kellogg's UK
Kellogg's personalised sleeve promotion runs until 28 November. Pic: Kellogg's UK

Related tags: Kellogg's UK, Breakfast cereal, Crunchy Nut, Rice krispies, Coco pops, Corn flakes, on-pack promotion

The on-pack promotion – introduced last year – has been brought back to specifically mark the return to school. This year, it is also being extended to older consumers to allow them to get engage on a personal level with their morning bowl of Crunchy Nut.

Kellogg UK is celebrating the return to school by millions of children this week by offering consumers the chance to turn the event into a memory-making moment that can be kept for years to come.

According to the cereal giant, the back to school event is when families get back to routine – something that breakfast plays a significant role in.

Element of personalisation

“As one of the biggest retail periods in the year for cereal, we identified the opportunity for Kellogg’s to make a moment of the return to school for the second year running by bringing back an element of personalisation,”​ said Seanain Mcguigan, brand manager at Kellogg’s UK.

“During the ‘Back to School’ time, we tend to see an increase in sales across our cereal portfolio and this year we are hoping that will be bolstered by our latest on-pack promotion. We’re excited to see consumers engage on a personal level, with our much-loved brands.”

Aimed at parents of children aged between six and 10 years, boxes of Coco Pops, Corn Flakes or Rice Krispies can be personalised with a photo and a message, along with their child’s name, age and favourite colour.

This year, the promotion has also been extended to adults. Those aged 18+ can now tailor their pack of Crunchy Nut with a personal photo on the front of pack, along with three of their favourite things on the back.

Running until 28 November, consumers need to collect the codes from two promotional packs of Kellogg’s cereals, and use these to access the personalised sleeves site to create their bespoke cereal box sleeve.

Accessibility technology

Meanwhile, following a successful trial last year with retail giant Co-op, Kellogg’s UK has announced it will be fully implementing the plan to roll out cereal boxes complete with accessibility technology to help blind or partially sighted people access product info​ via their phone.

Users do not need to know the exact location of the code, as the free-to-use NaviLens app will ‘point’ them in the right direction using audio cues. It can also be picked up from up to three metres away. Once scanned, info about the cereal’s ingredients, allergen information and recycling instructions can be read aloud or displayed on the phone's screen.

Kellogg's cereals with the new accessibility feature will begin rolling out in 2022.

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