Kellogg’s Tony’s Turboz Grocery Packaging Design
For the first to market meal replacement cereal for kids, Jump delivers a playful packaging design aimed at Mom’s looking for a guilt-free meal option kids will enjoy.
When Kellogg’s launched Tony’s Turboz, a new meal replacement for kids, they turned to Jump for strategic packaging design. Being first to market in the children’s meal replacement category led to several challenges for Turboz, the most pressing being how to communicate to consumers that the product was different from cereal in that it provides all the nutrients of a meal in one bowl. Key to the success of the brand would be capturing the attention of the Mom in the grocery aisle who is looking to provide guilt-free meal options her kids will enjoy, while maintaining a playful design that appeals to the children.
The packaging design exercise led us through multiple concepts exploring a range of roles for Tony the Tiger – in the selected direction he was used in the role of children’s ambassador representing fun, taste, and excitement to kids. We developed a nutritional panel on the box front that spoke directly to Mom, reassuring her that this product would satisfy her desire to provide nutritious meal options for her family. Combining this messaging with a dynamic Turboz brand identity and appealing food photography created a package that had great appeal for the whole family.
Tony’s Turboz launched in Canada in 2005, and has been successfully in market for the past 3 years.