Packaging Perspectives Podcast
PODCAST | Nutrition Focus Inspires WK Kellogg Co Cereal Packages
Cereal is one of the top food items purchased in the United States, with 50 million boxes sold weekly. Yet many of even the most regular cereal eaters are unaware of the nutrition benefits that cereals conveniently provide, such as fiber, protein, and essential vitamins and minerals. WK Kellogg Co has redesigned its packaging to close that gap and help more people realize how healthy cereals can be.
To learn more about the rollout of the company’s SPOONS on-pack nutrition framework, we recently spoke to Doug VanDeVelde, Chief Growth Officer at WK Kellogg Co.
"What consumers want to know more about is what’s in their food that they’re feeding to themselves and to their family. We have a really good story to tell there in cereal," VanDeVelde said, adding,"We saw this as an opportunity to redesign our packaging and really tell the nutrition story of cereal—both with compelling claims on the front of pack, and then with the SPOONS initiative, which is on the back of pack."
Image courtesy of WK Kellogg Co.
We asked VanDeVelde about the research that led to the SPOONS program.
"We did a full scientific review of the nutrients and the benefits of cereal," VanDeVelde said, adding that the company sifted through over 150 studies to ensure that the SPOONS framework was grounded in science.
In addition to the scientific research, WK Kellogg Co conducted consumer research.
"There are a lot of good and compelling things about the nutrition of cereal, but no one really had an easy way to remember those. So we challenged ourselves to come up with an acronym that would do exactly that," VanDeVelde explained.
SPOONS stands for:
S - Simple ingredients
P - Protein
O - Outstanding fiber
O - Other nutritious foods
N - Nutrients you need
S - Single-digit sugars
Listen to the full interview here:
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