|New, old and competitor brands|
The first difference is Kelloggs has decided to manage it's brand name bigger and more dominant when before it was the actual cereal. Why? It suddenly occurred to me this was to make it stand out from the imitators such as the shop own brand.
As you can see from comparing the old Kelloggs packaging and Sainsbury's packaging there is little difference. Both have the product content in bold and both have the same colour packaging - blue. If you just wanted bran flakes then might as well get the cheaper one.
However with the new packaging, Kelloggs is screaming that you are getting Kelloggs brand, not just bran flakes. Actually the new packaging without the bold Kelloggs branding is pretty more similar to Sainsbury's.
They have also greyed out the traffic light, so it's hard to know what is very sweet or not.
|new and old packaging|
You can see the real difference in the traffic light here, on the old packaging it just one green one, two ambers and one red. The new is all greyed out, which should save on ink printing. Yes, the new packaging will be cheaper to produced in some instances as less colour may be needed.
Again as suggested above the supermarket packaging at half the price is very similar colours. So the new packaging lets Kelloggs stand out as a brand rather than the contents.
So I guess with the market saturation of breakfast cereals the only way for a brand like Kelloggs to stand out is using its brand to again attention. It's not just breakfast cereal, its Kelloggs.
It will be interesting to see if Nestle goes this way, but Nestle's brand has a bad reputation so it may back fire.