Kellogg’s launches the first meal replacement cereal for kids

24, Oct. 2005

Kellogg’s has launched Tony’s Turboz, a new meal replacement cereal for kids, that is carving out a new segment in the category. Being first to market in the children’s meal replacement category led to several challenges for Turboz, the most critical being how to effectively communicate that the product provides all the nutrients of a meal in one bowl while still appealing to kids. To overcome this challenge, Kellogg partnered with Toronto based Jump Branding & Design Inc. who developed a package that features colourful nutritional flashes on the face panel and a dynamic Turboz brand identity.

The package design concepts explored a range of roles for Tony the Tiger in the selected direction he is prominently featured as the children’s ambassador representing fun, taste, and excitement to kids. The design is intended to capture the attention of 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, said Kevin Hemsworth, Jump’s Director of Communications.

As parents’ aversion to serving their children sugar-based cereal grows, Kellogg’s is looking to capitalize on an alternative solution that appeals to the whole family. Tony’s Turboz launched in Canada in 2005 and is available at grocery stores across the country.