Brand extension from observation
Some product innovations wear the insights behind them on their sleeve. Nestle’s Grab2Go cereal bags were surely inspired by the observation that most of us can’t resist eating a handful of dry cereal straight from the box. Launched across its Cheerios, Curiously Cinnamon and Cookie Crisp brands, they’re 25g packs that can be eaten with or without milk and as the name suggests, are ideal for when you’re on the move.
As technology continues to accelerate the pace of life, snacking becomes a more important growth opportunity for brands. A means to drive usage, as well as keep brands relevant and salient.
Having extended into cereal bars, Grab2Go feels like a sensible extension. But perhaps it is just that. Organised fun is never quite as good as the spontaneous sort. I’m not sure that consciously opening a bag of dry cereal is quite as satisfying as impulsively grabbing some straight from the box. But that might just be me.