New packaging design for sugar-reduced baked goods

At the moment, characters like Tony the Tiger and Coco the Monkey are still portrayed on selected packaging. But the company does not rule out the possibility of completely doing away with these cartoon characters, which are popular among children. By doing so, the company intends to rebut claims that it is using clever marketing strategies to offer unhealthy breakfast choices to minors.

These claims exist despite the fact that as early as 2011, Kellogg’s began reducing the sugar content in many of their products – by 15 to 57 percent, depending on the product. Instead, they use high-quality cocoa powder and less salt, whilst doing away completely with preservatives and artificial sweeteners in children’s cereals. In a survey, 85 percent of children and parents stated that the new recipes have no influence on the taste. In Great Britain, Kellogg’s muesli packaging additionally carries the traffic light label. This voluntary information provides an overview of the shares of fat, fatty acids, sugar, salt and calories.

Besides their traditional products, Kellogg’s has added an additional eight types of muesli to their offer as part of their health campaign. Named after the inventor of the breakfast flakes, Will Keith Kellogg, the new products have been launched under the brand name “W. K. Kellogg”. They are largely vegan and are all made out of whole grains. They do not contain palm oil or artificial colouring and flavours. Kellogg’s additionally teamed up with the Foodboom start-up to produce videos with recipe ideas based on the new products. The videos have been running since July 2019.

In 2016, the Leibniz Butter Biscuit celebrated its 125th birthday. Manufacturer Bahlsen used the anniversary as an opportunity to present the packaging with new lettering, colouring and product images. Since then, the German baked goods manufacturer has been offering a sugar-reduced version of their sweet with the famous 52 teeth in retail.

The REWE supermarket chain also promotes sugar reduction and has twice asked customers to vote on sugar-reduced products. First they focussed on chocolate pudding, followed by crunchy chocolate muesli. The results were unequivocal in both cases: The around 16,000 participants voted for the versions with 30 percent less sugar. The packaging clearly highlights the low sugar content.

In January 2019, Great Britain’s Labour Party went public with a promise to ban cartoons on muesli packaging if they win the election. The ban aims to reduce the high number of obese children and meet the demands for the Public Health England plan. On the health authorities request, the food industry is expected to save a total of 20 percent sugar by 2020.

In Germany in December 2018, the Federal Ministry of Food and Agriculture reached an agreement with the food industry to reduce sugar, salt and fat in ready-made products by 2025. Here, the focus is on non-alcoholic soft drinks as well as breakfast cereals and yoghurts for children. According to the ministry, 15 percent of all children throughout Germany are considered obese (BMI of 25 and above).

Whilst Great Britain has already introduced a sugar tax on soft drinks, corresponding approaches in Germany are still voluntary measures. There is a growing body of opinion that aims to raise awareness for unhealthy content.

Due to the growing demand for snacks to eat on the go as alternatives to meals, consumers are requesting healthy alternatives in this field, as well. Innovative packaging immediately underlines the sustainability of natural products.