M&S’ new cereal packaging: embracing transparency
M&S moves product details to the front, using minimalism and clear typography to do the selling
M&S moves product details to the front, using minimalism and clear typography to do the selling
In March, British retailer Marks & Spencer (M&S) launched a new cereal range with a bold packaging design that brings the ingredients list to the front. This shift makes it easy for customers to quickly see what’s in each product at a glance. The range features cereals made with six or fewer ingredients, emphasising simplicity and transparency.
“ M&S has always led the way on having the cleanest food, ” says the brand’s Managing Director, Alex Freudmann, “ and with this new range, the team has pushed the boundaries again. The ingredients list for the Cornflakes is literally just – ‘Corn.’ Similarly, the ingredients list for the Multigrain Hoops is only five long. ”
M&S’s packaging responds to the growing demand for transparency, driven by concerns over ultra-processed foods. Consumers are increasingly aware of ingredients and their impact on health, seeking more clarity about what’s in their food.
Beyond the minimal layout, the soft, muted colours and food photography create a pleasant aesthetic for those who prefer a more subtle approach to breakfast packaging.
For more information on the design, visit M&S's website or follow them on Instagram .