Fresh & Easy Kids Cereals

 

"International Design Consultancy P&W has designed a new range of Kids’ cereals for Tesco’s fast-growing US chain Fresh & Easy Neighborhood Market. The three-strong range, Cookie Bites, Cocoa Sharks and Apple & Cinnamon Smiles, is designed to achieve cut-through in a category replete with bright colors, artificial flavors and cartoon characters, including well-known licenses such as The Flintstones, and TV "stars" such as Count Chocula.  

The Fresh & Easy products are free of artificial colorings and flavors and contain less sugar than many of the mainstream brands, but we wanted to promote these core Fresh and Easy values with a sense of fun. We transformed the boxes into individual characters, each one about to guzzle back a bowl of their favorite cereal. Their bold, graphic style is unique to the market and stands apart from the more visually cluttered branded competitors. To increase engagement and repeat purchase, and imbue the packs with Fresh & Easy’s personality, we also created games, such as mazes and fun word-finders, to feature on back of pack.

P&W has a long-standing relationship with Fresh & Easy, having been key design partner since launch, and designed over a thousand SKUs. 

“We are very proud of the new Fresh & Easy Kids’ cereals range. There is so much choice within breakfast cereals in the USA, that it can be fairly bewildering for parents who just want to give their children a nutritious start to the day. Our work with Fresh & Easy has been all about helping US consumers to choose top-quality products. To come up with a set of designs that not only stand out at the fixture but also use the whole of the pack to add a real sense of fun to compete with the brands, is testament to the insight and ability of our design team.”"

Comments

[Alphonse]

Gorgeous boxes. I don't know if I'd classify a bowl of cookies as a nutritious start to the day though. Of course, I'm probably just jealous I never got the 'good cereal' as a kid.

[Chicago liposuction]

The designs of the packets are great. Many cereals on the market contain bits of dried fruit, which add flavor to simple cereals. However, adding a half a cup of real, fresh fruit is still the best way to add flavor and nutrients to your child's cereal. Cut strawberries, blueberries, sliced bananas, raspberries, blackberries or even chunks of fresh apple give a boring cereal a sweet boost without added sugars. Using fresh fruit can fit a whole daily recommended serving into your child's diet and also boosts their fiber intake. Fruit encourages your children to eat simple cereals like Cheerios so they get a double dose of nutrients.

[Hinchmuffin]

Aaron Hinchion believes this is an epic piece of work. I will buy.

[serena]

Very cute design!

[Matt Narciso]

However, sugary kids cereals can be harmful in the long run to their metabolism and also builds a sweet tooth they will battle later in life. Choose the following options to boost your children's metabolism and brain power in morning classes, keep them full and happy until lunch, and train their palettes to crave natural, fiber-rich foods over processed sugars.

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[tea]

if the choc chip cookie cereal is actually choc chip cookies, i despair for American children.