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Kellogg’s announces overhaul of Nutri-Grain brand with £3m marketing campaign

Kellogg’s has announced an overhaul of its cereal snacks brand Nutri-Grain to reveal a new look, new positioning and a new product. Nutri-Grain will relaunch in January 2012, with packaging created by Kellogg’s in-house design studio, with three key products: Soft & Fruity (formerly Soft Bakes), Elevenses bakes and new Nutri-Grain Crunchy bars. The company has also announced that there will be a £3m marketing campaign for the brand, created by its advertising agency Leo Burnett. Lee Doherty, head of specialty at Kellogg’s, said: “The re-launch of Nutri-Grain is an incredibly exciting growth opportunity for us. “The revamp of Nutri-Grain has been a massive focus for the snacks team and we are confident shoppers will love the new bars and fresh look of the brand. We have upscaled our ambition on innovation as a company in order to drive base growth. “The new Nutri-Grain Crunchy bars are perfect for the impulse shopper looking for a wholesome snack to re-fuel their busy mornings on the go. We will be shipping to convenience stores from the end of January.”

Featured by The Drum