Cuckoo has rebranded its bircher muesli and launched a new pack size, as the brand seeks to tap into the growing demand for convenient, on-the-go products.
Cuckoo’s resized 150g muesli pots ensure that they are more convenient to eat on the go than previous formats, and their introduction is accompanied by a revamp to the brand’s packaging design. Brighter colours and bolder visuals “increase consumer appeal and improve its on-shelf presence,” the company said.
As with previous incarnations, the pots will be available with a recommended retail price of £1.50 from stockists including Waitrose, Booths, Selfridges and AMT Coffee, which operates outlets at 27 of the UK’s most major railway stations, underlining Cuckoo’s potential for on-the-go sales. The brand cited statistics showing that on-the-go food consumption has increased by 10% of the last year, with breakfast accounting for more than 7.5% of all occasions, as further signs of promise for its repackaged bircher muesli.
Cuckoo has additionally secured distribution with Bidvest 3663 – a supplier to corporate caterer Baxter Storey, which services high-profile businesses such as Goldman Sachs and UBS – allowing the brand to target busy professionals in the workplace.
In a joint statement, Cuckoo co-founder Lucy Wright and Anna Mackenzie said: “These developments will help the business better tap into growing demand for convenient on-the-go products.
“The Bidvest 3663 contract is a significant step for the brand as through this partnership we will now be supplying corporate caterer Baxter Storey, meaning that busy professionals who don’t have the time to leave the office or prepare their breakfast or snacks at home can now enjoy Cuckoo.
“We are also delighted about our exciting rebrand that ensures our products have greater brand presence on the shelf, while highlighting the quality ingredients that go into every pot. And the new pack size means that Cuckoo is more convenient than ever for consumers to enjoy while they are on the move.”
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