Following an extensive rebrand in 2013, Kallo, the healthy snack expert, is looking forward with a fresh new look and widespread plans for the future of the rice cake category, with the aim of becoming the number one consumer choice for a healthier alternative to bread, biscuits and crisps.

This Spring sees the start of an extensive NPD roll out moving the brand into a broader snacking category, using its ‘eat well, live well’ ethos to increase market share and brand penetration.

A £600,000 rebrand of its rice cake portfolio last year introduced a new brand voice and contemporary packaging redesign developed with branding, design and marketing consultants, Big Fish. The new look packaging combines hand-drawn illustrations, poetry and recipes to develop a fun and engaging brand personality.

This year’s campaign will focus on the introduction of a series of innovative new products to support Kallo’s existing plain, flavoured and topped rice cakes, exploring and developing the brand’s presence in areas including super-food ingredients, indulgent afternoon snacking and breakfast offerings.

As part of the 2014 plan, Kallo is investing £1 million in an integrated marketing, advertising and PR strategy designed to challenge traditional consumer perceptions of rice cakes and educate on the full potential and varied eating occasions of the product.

Targeting the brand’s core demographic, the focus will be on ‘creative loading’ ideas and guilt-free snacking occasions with sampling and events with women’s lifestyle publications. Instant-win games and money off vouchers available via the Kallo website, social media channels and in-store recipe cards will drive further brand engagement.

With a busy schedule of new launches and more ways than ever to enjoy their products, Kallo is fast becoming a brand to watch in both the rice cake and snacking categories.  

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