Pushing ahead with innovation in the cereal aisle, Hubbards has developed and launched a range of carefully crafted Granola. This on-trend range of delicious flavours, ingredients and textures commands a premium but accessible mainstream position as a breakfast offering, yet versatile as a snack. Granola is a relative newcomer to New Zealand, and it was important to clearly distinguish it from the usual mueslis and cereals.

“We needed to show the consumer that there was something distinctly different and interesting. As a more indulgent offering, we needed to modify the usual Hubbards branding style yet still be seen as part of the family. We wanted to present a more premium yet still affordable look and feel,” said Matt Grantham, creative director, Coats Design.

“Using a new pouch pack format elevates the proposition and provides a crisp canvas to let bright, earthy and stylised ingredient illustrations spill out of the large product window proudly displaying the granola. Smart, fresh and sophisticated.”
The range is already receiving great customer feedback as it moves into supermarkets throughout the country.