Kellogg’s has updated its core cereals offer and has begun to introduce colour coded nutrition labelling across its range.
The cereal and snack brand will voluntarily apply the scheme to labels on its breakfast cereals made exclusively for sale in the UK.
The new labels will roll out from January 2019 on some of Kellogg’s biggest selling cereals: Special K, Coco Pops, Crunchy Nut, Corn Flakes, Rice Krispies and Frosties. All packs will be changed by early 2020.
This move follows Kellogg UK’s decision to undertake a complete redesign of its cereal boxes. The new look packs will be made available to retailers in stages throughout 2019, and all boxes will feature the new colour coded labels.
Kellogg UK managing director Oli Morton said: “Following our announcement late last year to overhaul our cereal in the UK we are now following that up with a new and modern Kellogg pack redesign in 2019.
“As part of this we decided to review our front of pack labelling as for more than a decade we have had black and white icons on the front of our packs. So we surveyed 2,000 people in Britain to ask them about their attitudes towards labelling and what we should do.
Morton added: “Put simply they said we should change and move to a full colour solution as they want help making healthy decisions, we’ve listened and now we’re acting. After all, just like people, brands evolve their thinking too.”