Major rebrand for ricecakes

All natural food brand Kallo will launch an extensive rebrand across its entire portfolio from autumn 2013, with a focus on loving food and embracing life.

The new packaging will feature hand drawn illustrations and poetry to encourage consumers to rethink how they see the product, moving away from the traditional view of rice cakes as a dull and restrictive option to embrace an attitude that celebrates enjoying food and feeling free to eat what you want. Kallo aims to encourage consumers to rethink how they see the product with the rebrand, offering a fun engaging style to provoke an emotional connection from the public.

Developed by branding, design and marketing consultants Big Fish, the new packaging will feature hand-drawn illustrations inspired by Scandinavian folk art. Each pack will also have its own poem telling a story relating to the flavour and the artwork on the pack, along with serving suggestions that focus on ‘beautiful, bountiful’ rice cake toppings for any occasion.

The first wave of rebranded rice cakes were available in stores from mid-September, with flavours including Unsalted, Lightly Salted, Sesame Seed and the new sweet jumbo varieties in Blueberry & Vanilla and Caramel, which were first launched by Kallo in January 2013.

Brand controller Naomi Stemp said:  ‘Kallo has been creating simple, natural and great tasting products for over 20 years, but we wanted to take our products beyond functionality and inspire consumers to believe that they can have their cake and eat it! We feel the new ‘folk tale’ designs will appeal to a wide range of consumers and create a renewed sense of engagement with the brand, which is unusual in such pragmatic categories.’

The introduction of the new branding will be supported with an integrated PR, experiential sampling and full digital campaign.