Traditional oat cereal producer Mornflake this week unveiled a radical new look in its biggest brand overhaul for 50 years.

The bright new packaging, initially applied to the Mornflake porridge range, has been designed to play up the brand's history as well as the products' natural ingredients in a bid to win new consumers. It will be rolled out across the full portfolio over the next few months.

The new bags come in black-bottom format for improved merchandising and are in shelf-ready pack outer cases, now holding 10 rather than 20 packs, to allow easier distribution to independent retailers.