BEAR moves into the cereal market with the launch of Alphabites

BEAR head of marketing, Emma Hines, commented: "We created Alphabites because we wanted to span the divide between Mums’ desire to give their kids a healthy start to the day, and a product that kids would really want…The move into a completely different, competitive category was a very significant step for our BEAR. What we created needed to stand proudly in an aisle lined up against some very big and iconic brands, but be full of the charm and simplicity of BEAR that our consumers have come to expect.”

For the packaging BEAR turned to B&B Studio after designing the back of the box, from these designs B&B Studio developed a package theme with playful illustrations. The agency also added little touches to the design with the top of the box becoming a padlocked chest and the bottoms carrying a note in keeping with the theme. The rest of the design focuses on simple, clear and illustrated information on nutritionals and product USPs.

Of the packaging and designing the back of the box, head of creative at BEAR, Victoria Hemphill, added: “Back of pack came to us as we were developing the cereal product and was one of those ideas that came very quickly and stuck. We currently put individually hand illustrated fact cards inside each of our Yoyo packs and they have proved really popular with a very loyal following. They focus on helping kids to learn and be excited by the world around them, and we wanted to continue this in our cereal but with a different angle…We continued the focus on hand drawn illustrations used across the brand, to bring depth and charm.”

The launch of BEAR Alphabites will be supported by a £1m advertising campaign which is set to break later this summer.