Asda revamps cereals range

Asda is relaunching its own-brand cereal range to give the products a greater 'family feel'.

Branding agency flb has created fresh packaging across the retailer's 80 cereal variants, including Asda Ready Oats and Asda Wholegrain Wheat.

The aim is to improve the appeal to parents while clearly differentiating the products on-shelf from rival brands.

Each cereal variant will feature specific consumer-targeted information on the reverse side of the packaging.

The children's range has a 'breakfast zone' theme with games and jokes, while the health-oriented cereals offer tips on eating a balanced diet.

In April, Asda attempted to strengthen its position in non-food markets by rebranding its own-label pharmacy and diagnostic products.

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