Many Millennials are familiar with high-fiber wheat bran cereals but only because they have seen their parents—or even their grandparents—eating them. Hubbards set out to entirely rebrand the breakfast cereal's look, taste and texture in a way that would be appealing to Millennials, communicating that Bran-ola "ain’t your grandma’s bran."
The colorfully packaged products offered in superfood flavors like Almond & Chia and Apricot & Pear, which automatically stand out from competing products in the category that are sold in boxes with light, natural and muted tones. The boxes are filled with clever blocks of text and opening the box of bran breakfast cereal reveals two flaps that are styled like text messenger chats between friends, except they share a dialogue between Bran-ola and "Your Gut."
What Makes This Trend Stand Out
- Bold Cereal Branding
- Opportunity for brands to rebrand high-fiber cereals in a way that is appealing to younger demographics through bold and colorful packaging.
- Superfood Flavored Cereals
- Opportunity for brands to create high-fiber cereals with exciting superfood flavors that differentiate them from traditional wheat bran cereals.
- Interactive Packaging
- Opportunity for brands to incorporate interactive elements into their cereal packaging, such as chat-style text boxes, to engage tech-savvy younger demographics.
Sectors Adopting This
- Food and Beverage Industry
- Opportunity for cereal brands to tap into younger demographics and refresh their product offerings to attract new customers.
- Packaging Industry
- Opportunity for packaging companies to develop interactive and bold packaging designs to help cereal brands differentiate themselves from competitors.
- Marketing Industry
- Opportunity for marketing firms to help cereal brands create exciting new campaigns targeted at younger millennials that emphasize the unique and modern branding of their products.
