REINVENTING THE CEREAL AISLE
WITH KELLOGG’S
Breakfast has changed.
Cereal has long been considered a staple of a balanced breakfast. But as shoppers have shifted to a wider variety of food options to wake up to, classic cereal brands were looking for ways to inspire new meal/snack occasions and simple recipes that encourages customization and increases basket size. Kellogg’s asked my retail design team to develop a category solve that served up cereal in a fresh way.
We reimagined the aisle to be an all-day cereal cafe, with Kellogg’s leading the way. We inspired shoppers with ways to reinvent their bowl, or whatever they wanted to eat, with cereal. This helps position Kellogg’s as category captain while remaining friendly to other brands. Boxes were then sorted by occasions and time of day and cross merchandised with inspiring add-ons and recipes to encourage exploration.
results
We tested the concepts with select retailers and saw significant lifts in the category.
