Kellogg’s Muesli Bags the NielsenIQ BASES Global Design Impact Award

Nielsen Bases announced the 2021 Global Design Impact Awards today that recognizes impactful packaging designs by consumer packaged goods companies. Kellogg India Private. Ltd, India’s leading breakfast cereal manufacturer won the Pack Design Impact Award for Kellogg’s Muesli. The Nielsen BASES Global Design Impact Award was initiated to celebrate inspiring redesigns from across the world that culminated in measurable business impact.

In the year following the redesign, Kellogg’s Muesli got a high double digit growth & gained market share compared to the previous year. Kellogg’s® Muesli has been in the Indian market since 2006, introduced as a nutritionally differential innovation, made with indigenous grains, built on consumers’ needs that suggested they were increasingly seeking healthy offerings. In 2019, Kellogg commissioned a redesigning of the pack with Oddinary, which gave it a facelift and highlighted crucial product claims uniquely on the front of the pack, finally culminating in better sales.

Sharing an insight into what prompted the packaging redesign, Sumit Mathur, Director Marketing, Kellogg South Asia said, “At Kellogg’s, we are not just doing extensive consumer work to generate insights but making foresight a way of life. We understood the key drivers and inclusions of Fruits & Nuts emerged as a key differentiator. We wanted to demystify the product and be completely transparent on the percentage of inclusions in Kellogg’s Muesli.

Our nutrition seeking Muesli target audience reads the back of pack first before making the purchase decision. We took the courageous call of bringing information about inclusions to the ‘front of pack’. And our packaging agency did a brilliant job of crafting the packaging that would visually arrest the attention of our shoppers at the first moment of truth, viz. packaging.”

Commenting on the design impact award Vinay Thakker, Founder, CEO, Oddinary said, “We believe that good design should lead to good business. And a packaging design impact award is always special because it reaffirms this belief. Kellogg's Muesli packaging seamlessly marries what the consumer is seeking with what differentiates the brand. This has helped win both consumer hearts & market wars. Partnering with Team Kellogg's has been exhilarating because it takes a special brand management team to believe in the power of good design, and consider packaging as one of the strongest weapons in the arsenal.”

Kellogg’s® Muesli is available in four variants, Muesli with 0% Added Sugar; Muesli with 21% Fruit, Nut, Seeds, Muesli with Nuts Delight, and Muesli with 22% Fruit Magic is available at all leading stores and e-commerce partners in India.