The new-look range, rolling out now, marks the second revamp in less than two years and features a bigger window on-pack to allow consumers to see the cereal plus improved photography. It has also made its 'nature-friendly' message bolder on pack.
Sales will benefit from a new £6.5m campaign inspired by nature series Springwatch to reinforce the natural ingredients message. The TV ad, which former Birdwatch presenter Bill Oddie provides the voiceover for, is set inside a cereal box, and features an animated country scene pictured through binocular vision.
The range was last revamped in October 2008, but a spokesman said the design had needed "honing" following consumer feedback.