Refreshing Muesli Packaging

Heritage Mill – exclusive to Coles – had once been a range of mueslis, cereals, porridges, oats and bars that had lost several SKUs. Through a range of buyer consolidations, the brand had lost its way without a clear buying proposition, a lack of genuinely distinctive brand assets and recipes needing revitalisation. Good Food Partners had resolved to rescue the languishing product range and challenged Fluid to evolve the packaging, bringing it back to life with packaging that featured renewed distinctive brand assets.

Starting with consumer research, Fluid got a good understanding of where Heritage Mill sat in the competitive landscape. Fluid asked muesli and cluster customers to consider which packs they recognised, comparing the distinctive brand assets they recognised with various brand names to understand from a consumer perspective which brands people remembered beyond the supermarket aisle.

The purpose was to understand how distinctive the packaging was, who their key competitors are and how best to prioritise claims on pack. With this knowledge, Fluid was able to confidently evolve the brand and packaging, making key changes like adding an icon to the brand logo to make it more unique and ownable. Delivering on appetite appeal and quality through food photography and variant colours.

Since the brand and pack changes, Coles has committed to ranging 8 SKUs and rotating 2 limited edition SKUs. Furthermore, online trend tracking demonstrates that half-yearly brand consideration rates have increased by over 58% since October 2021.