Bagrry’s launched muesli in India (the first to do so) back in 1994, and grabbed attention when it was served to then US President Bill Clinton during his India visit in 2000. Over twenty years later, the brand had reached 70,000 retail outlets in India as well as exporting to eight countries. Dubbed a ‘Cereal Killer’ by Forbes magazines for good reason, Bagrry’s has stood its ground against international brands and become India’s second-largest breakfast cereal brand after Kellogg’s. Today it is the pioneer of muesli in India, deeply beloved with loyalists in every corner of the country.
The challenge then, with revamping Bagrry’s packaging, was to retain their recognisable legacy, equity and loyalty built over the last 50 years, while giving it a contemporary update.
The red flag of the logo, the abundance of ingredients and prominence of the product were modernised to remain part of the brand’s narrative. For the muesli range refresh, we introduced a burst of colour to the Bagrry’s product family and built a strong differentiator between flavour variants. We highlighted the health benefits and kept the communication informative but easy to consume, with a splash of infographics and iconography on the back of the pack.
