First HFSS compliant and kids specific cereal

How do you create a food that kids love the taste of and mum wants to buy?

Kellogg's wanted to make a good breakfast cereal that was compliant with the ever hardening European regulatory environment. They asked us to build a proposition based on existing capabilities in the factory. It had to be tasty for the children and guilt-free for the parents.

Using the equity of Snap, Crackle and Pop, we created Rice Krispies Multi-Grain Shapes - the very first HFSS compliant cereal. We took the shape of the food and built an entire platform for exploration, storytelling and family togetherness around the brand.

Rice Krispies Multi-Grain Shapes is now established part of the kids portfolio around the world and we're very proud to have played our part in it.

NPDSuccessful brand extension
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