Kallo Foods hopes to give 1960s organic brand Whole Earth a new lease on life with a £1m investment in fresh products and packaging.
In March, three organic cereals are being launched - Porridge Oats, Red Fruit Crunch and Perfect Balance - as part of its bid to extend its 10% share of the organic cereals market and again achieve double-digit annual growth.
Melanie Dean, senior brand manager, said: “As the original organic brand, Whole Earth has always put innovation at the heart of its plans.”
The new packaging and logo, which will be rolled out in April, has been designed to emphasise the brand’s organic credentials and natural taste.