Australian muesli brand Sunsol has released a new probiotic toasted muesli range in a resealable pouch, working with Melbourne-based agency M&Co for the packaging design.
Available in two flavours – Almond, Cashew and Chia, and Almond and Manuka Honey – the new range comes as a result of growing consumer awareness of gut health, and features natural and organic probiotic ingredient GanedenBC30, which supports digestive and immune health.
M&Co director Martin Wilson said the team worked with the Sunsol marketing team to analyse the on pack language and develop an easy-to-follow communication hierarchy, ensuring the probiotic message has cut-through in the breakfast cereal category.
“Sunsol Probiotic was first to market in Australia with this muesli concept, and ownership of the Probiotic and its link to Sunsol were very important,” said Wilson.
“The design strategy was to move away from the more traditional approach of many of its competitors, and give the product a modern premium feel. Appetite appeal and variant communication are key drivers in the category, so bold colour coding and on trend food styling more at home on Instagram than a supermarket shelf was used.”
Wilson said the packaging used metallic substrates to give the product a premium feel, where areas of the white background colour were removed to allow the metallic film to be exposed, as well as application of a matt varnish to ensure the metallic surfaces were still legible.
Sunsol will also give consumers the chance to try the new flavours around the country at the Sunsol Muesli Markets, taking place in Sydney's World Square (2-3 July) and Melbourne's Southbank (10-11 July), and sampling stands in selected Coles supermarkets in Sydney, Melbourne and Brisbane.