Bear Nibbles Alphabites bear cereal box

Bear Nibbles has unveiled a new look for its Alphabites cereal range, turning the whole box into a ‘bear’.

The new design features the face of the brand’s eponymous animal, arms on the side, and a pompom tail design on the back, along with ‘quirky’ facts and a crossword (rsp: £2.69/375g). The pack is topped with pop-up ears, in what Bear claimed was a UK first for children’s cereal.

Rolling out now, the revamp also has clearer focus on the brand’s nutritional credentials, with key product messages of ‘no refined sugar’, ‘no added salt’ and ‘just six simple ingredients’ prominently called out under the core brand promise of ‘no added nonsense’.

Bear wanted its two-strong lineup of cereal to “have some fun, work a bit harder to engage children, and ultimately help parents make a no-nonsense breakfast more accessible and exciting for their kids,” said the brand’s marketing director, Emma Howgego.