The Publication For The Grocery Trade

Rumblers Shakes Up Its Snack-In-A-Pack Cereal With A Contemporary New Look

Rumblers, Ennis Foods' "complete snack-in-a-pack" cereal range has recently been re-launched with a fresh new look to position itself as the chilled, out of home breakfast option. The half a million pound redesign will position the fresh semi-skimmed milk and bio-yogurt with cereal range as a 'handy, healthy and heavenly' choice, which is perfect for 'breakfast on-the-go' or between-meal snacking. The re-launch is supported by a consumer PR campaign, extensive sampling and a new website targeting busy commuters or mums on the school run who may have left home in the morning without eating breakfast. The website and promotional literature have both been designed in conjunction with celebrated graphic designer Si Scott, who has added his creative flair to successful advertising campaigns for brands such as Nike sportswear, BBC and the Guardian Newspaper. Ultra-portable Rumblers will retain the patented carton to carton pack format which now includes an innovative and unique clear top pot (containing cereal and a spoon) to enable consumers to differentiate between the cereal options. As well as having enhanced shelf ready packaging, the contemporary style packs feature colour-coded containers and lettering, designed to help consumers distinguish at a glance between the different varieties and increase on-shelf standout. Revamped to target the growing number of health-conscious consumers who are looking for a convenient, out-of-home breakfast and snack option, the redesign gives a fresh new look to the original Low Fat Natural Probiotic Yogurt with Granola and Fruit varieties; Granola and Banana, Granola and Raspberry, Granola and Hazelnut or Granola and Strawberry. The existing cereal and milk selection, Cornflakes or Honey Nut Cornflakes with Fresh Semi-Skimmed Milk, now includes Special Flakes with Fresh Semi-Skimmed milk which at only 165kcal per serving provides a low-calorie alternative. The full Rumblers semi-skimmed milk and cereal range also boasts "Extended Shelf Life" without compromising on taste with the products lasting for up to 32 days. The milk attains a long shelf life without taking on an unpalatable 'UHT' flavour by pasteurising at a higher temperature than required for fresh milk but lower than for UHT. Due to the natural acidity of yogurt, the shelf life of the bio-yogurt range is up to 27 days. Managing Director Alan Cunningham says: "By moving away from using traditional, cereal box style photography on-pack, we hope to provide a point of difference and better communicate the premium quality of Rumblers. The portable nature of the products makes the range as relevant to the sandwich cabinets in supermarkets as to forecourts and convenience stores where people are looking to grab breakfast or a healthy snack on the run." According to TNS findings, cereals feature in 62% of breakfasts consumed in the UK with sales in the total cereal market up 3.4% year on year. Out of home breakfast consumption is also showing growth with estimates that it will be worth €1.6bn by 2009. However, research by YouGov1 (Jan 2007) has shown that despite 93% of adults in the UK being aware of the significant nutritional benefits of breakfast, 48% are still not eating it with 47% blaming lack of time before leaving the house. Ennis Foods is confident Rumblers can capitalise on these statistics and the growth in cereal sales by offering a ready-to-go chilled breakfast to people who need to grab a quick snack on their way to the office, on the road or just short on time. Rumblers (www.rumblers.co.uk) is manufactured and distributed by Irish company Ennis Foods.