Kellogg's is hoping to revitalise its 90-year-old All-Bran brand by targeting younger women rather than elderly people with digestive problems.

Sales of All-Bran, the second-oldest Kellogg's brand after Corn Flakes, have fallen 12% by volume and value to £11.4m over the past year [Symphony IRI 52w/e 18 June 2011].

This decline reflected a lack of investment in the brand, which had not been supported since 2005, admitted Kellogg's.

It has revamped the packaging and moved Bran Flakes and Sultana Bran lines under the All-Bran banner. It is also launching oven-baked multigrain cluster cereal All-Bran Golden Crunch (rsp: £2.49) next month. The "deliciously light and crunchy" cereal would be supported by a £2m door-drop sampling campaign, said the company.

The wider revamp is being backed by a £3m multimedia marketing campaign featuring the strapline 'Feel All-Bran New'. The push, which starts in September, focuses on the benefits of wheat bran fibre, a nutrient that recently gained EFSA approval for digestive health claims.

Kellogg's said it was confident the relaunch would change consumer perceptions of the brand and re-position it as an "everyday digestive breakfast solution" for women aged 35 and over.

"In the past, All-Bran has been known as an acute digestive remedy for older people and with this relaunch we hope to change consumer perceptions and make it easier for women to incorporate wheat bran fibre into their diets," said Gill Riley, UK marketing controller, adult brands for Kellogg's.

The revamp represented a much-needed attempt to modernise the brand, cleverly emphasising taste as well as health credentials, said Claire Nuttall, MD of branding agency 1HQ.

"Consumers will look for healthier options, but will not compromise on taste," she added. "I think the benefit-driven approach 'Feel All-Brand New' helps to set a modern tone and set of ambitions for the brand, with more relevance to a 35-plus consumer."