Packaging makeover for historic cereal Mornflake

The range includes bags of jumbo oats, organic oats, oatbran and oatmeal.

Mornflake retailer sales director Alan Cullom said the new packaging aimed to increase the brand's on-shelf visibility.

The new oatmeal and oatbran bags are in block-bottom format, meaning they stand up on shelf rather than lie flat. They are supplied in shelf-ready outer cases of 10 packs, reduced from 20, to allow easier distribution to independent retailers.

Mornflake marketing manager Richard Jones said the brand has been brought up to date by giving it a "fresh and consistent feel" across the product range.

"We've invested in shelf-ready packaging that is either perforated or with ripper tapes. The products are just in bags, without an additional box, and the outer cases, now printed in colour, are made from recycled board," he said.

Printing firms Alcan Workington, MMP, and Bischoff & Klein produced the mix of polythene, film and laminate packaging.

The new design will initially be seen on the Mornflake porridge range and rolled out across the full portfolio over the next few months.

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