FDBusiness.com

UK packaging business Alexir Partnership has created packaging for a “disruptive” new cereal brand.

Great Little Grains’ Sown & Grown granolas and mueslis are created in the English countryside using 100% British grains and packaged in a resealable tube to lock in the freshness, designed to appeal consumers through standout and interest, as well as providing an alternative to traditional breakfast cereal packaging designs.

The tube format traditionally required a metal cap seal on its base but the sourcing team looked for a more cost-effective solution with no Capex to launch, Alexir explained. They successfully tracked down a plastic base option for the tube that could be sealed with an impact adhesive. The manufacturing partner would supply the granola and mueslis and Alexir would fulfil the rest of the project.

Since launch, Sown & Grown granolas and mueslis have secured a listing with British supermarket chain Sainsbury’s.

The brand’s co-founder, Phil Toms, said: “Entering the competitive cereal category with a new brand required a unique point of difference. The use of the visually disruptive tube which, when combined with the striking brand design, gives the new Sown & Grown brand from Great Little Grains the opportunity to be noticed at the point of sale.

“Add in the functional benefit of the resealable tubes containing the fantastic new granola and muesli ranges and we believe we have identified a new and relevant proposition for cereal shoppers to enjoy. We have very much enjoyed our collaborative partnership with the Alexir team, who have used all their expertise and knowledge to help progress this concept through to market readiness and in-store launch.”