Kellogg's is relaunching its Optivita cereal brand because shoppers confused the high cholesterol-targeting brand as a product with general heart health benefits.

The new pack design is intended to better target the brand's core 55-plus market and will focus on cholesterol-lowering benefits of the oat beta glucan ingredient.

The relaunch will be supported by a TV campaign next month, as well as ads in national newspapers.

While Optivita had performed well in its first year, the new packs would communicate the cholesterol message more clearly and improve shelf stand-out, said Kevin Brownsey, Kellogg's UK sales director.

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