Graphics 8/10
Weetabix has redesigned its packaging to create “uniformity” across all packs in the range, which now share the lozenge-shaped logo and clean modern look. The previous, rather oppressive, dark blue on the edges of the pack has been minimised and the logo is now a softer blue.
The front of the new pack has a lighter appearance, and the background design, featuring a wheat field and blue sky, places the emphasis on health.
‘The Wholegrain Cereal’ strapline remains and there are now four ticks across the bottom of the box to draw attention to the products’ low fat, low sugar, high fibre and wholegrain ingredients. It is a modest makeover, but the overall effect is fresh, light and more modern-looking, with the products’ healthy ingredients prominently displayed.
Function 5/10
There has been no change to the pack itself, so anyone who has ever been frustrated by the explosion of crumbs once
the inner sleeves are opened will continue to be so. A missed opportunity, perhaps?
On-shelf 6/10
The redesign has not affected Weetabix’s on-shelf presence, and it is unlikely to either attract new sales or deter loyal customers. One problem for Weetabix is the raft of rival cereals – including Kellogg’s Crunchy Nut, Honey Nut Corn Flakes and Shredded Wheat, not to mention own brands –that use yellow as their main colour, meaning products tend to blend together when adjacent on the shelves.
Overall 7/10
This is a successful facelift for Weetabix. The essential brand look and feel have been retained, while the image has been modernised. The pack now looks fresher and more appealing and there is nothing that would upset a loyal customer.
However, the fact so many traditional cereal packs are looking very similar and leaving the door open for a bold new entrant remains a concern.
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