The latest innovation insight from Gama Compass
MANCHESTER – 12th December 2019: Highlighting continued interest in on-the-go breakfast options, this month’s Innovation Insight looks at a new packaging concept aiming to bring the traditional breakfast cereal format in line with prevailing consumer trends – Nestle Box Bowls Cereal.
Essentially a reinvention of single-serve breakfast cereal multipacks, Nestle Box Bowls are an attempt to reinvigorate traditional boxed cereals by adapting the format for increasingly mobile lifestyles. New to the UK, the format is effectively similar to a regular cereal box with an internal plastic bag, but squatter in shape so the cereal can be eaten directly from the pack. Positioned for both in-home and out-of-home occasions, the product also focuses on sustainability with the assertion that all elements of the pack (the box, internal bag and outer wrap) can be recycled.
Nestle Box Bowls are a further indication of the pressure that traditional boxed cereals have come under in recent years, as on-the-go concepts have significantly disrupted the ready-to-eat breakfast cereal category. Now competing with hot cereal pots (even “rice pudding”), and a whole host of bars, drinks, snacks and on-the-go meal kits, traditional cereals have had to turn to bold and innovative new packaging ideas in a bid to remain relevant to time-pressed consumers.
Ultimately, Nestle Box Bowls act as a microcosm of the current tension in consumer goods between convenience and sustainability, and suggests at least one solution for a problem that can sometimes seem intractable and inherently contradictory. By borrowing the most successful elements from modern on-the-go concepts, and combining these with tried-and-trusted formats of the past (with their typically lower packaging footprint), brands can continue to provide the convenience benefits consumers crave, while also addressing the environmental concerns they are increasingly articulating.
Image source: Nestle
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