New Fresh & Easy Private Brand Cereal Roars.

International Design Consultancy P&W has designed a new Private Brand of Kids’ cereals for Tesco’s US chain Fresh & Easy Neighborhood Market. The line includes, Cookie Bites, Cocoa Sharks and Apple & Cinnamon Smiles, it is designed to cut-through in a cluttered category that has traditionally been dominated by bright colors, artificial flavors and cartoon characters, including well-known licenses such as The Flintstones, and TV “stars” such as Count Chocula.

The Fresh & Easy products are free of artificial colorings and flavors and contain less sugar than many of the national brands.

The boxes are whimsically transformed into individual characters, each one about to guzzle back a bowl of their favorite Private Brand cereal. To increase engagement and repeat purchase, and imbue the packs with Fresh & Easy’s personality, P&W also created games, such as mazes and fun word-finders, to feature on back of pack.

According to P&W: “We are very proud of the new Fresh & Easy Kids’ cereals range. There is so much choice within breakfast cereals in the USA, that it can be fairly bewildering for parents who just want to give their children a nutritious start to the day. Our work with Fresh & Easy has been all about helping US consumers to choose top-quality products. To come up with a set of designs that not only stand out at the fixture but also use the whole of the pack to add a real sense of fun to compete with the brands, is testament to the insight and ability of our design team.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.