Nestle enters packaged breakfast market with Nesplus; Elephant designs packaging

Nestle has ventured into India’s packaged breakfast market with the launch of Nesplus. The top brand partnered with Elephant Design for design strategy and packaging for Nesplus.

13 Jul 2018 | By Rushikesh Aravkar

The new range of Nesplus breakfast cereals comes with four multigrain variants – Kokos, Choco- Burst Fillows, Strawberry-Burst Fillows and Nutty Honey Granola. Each of these is a combination of four grains - wheat, rice, oats and the traditional Indian millet, jowar. This combination of grains along with unique flavours has been specially created for the Indian palate. A key characteristic of the product is that it remains crunchy in warm milk.

Commenting on the launch, Suresh Narayanan, chairman and managing director, Nestle India said, "Breakfast is considered to be the most important meal of the day and consuming the right breakfast sets the tone for the rest of the day. Nesplus is specifically designed for the Indian consumer and offers Vitamin D, Calcium, B-Vitamins, Iron, Folic Acid and Fibre, making it a great addition to the breakfast table."

When Nestle tasked Elephant with the design strategy, the design team at Elephant decided to bring out the multi-sensorial consumption experience by using a combination of custom illustrations with product photographs. A clean hierarchy with rays connoting the morning mood and colours mirroring the flavours, the range has been designed with flexibility to add more formats and variants. 

Ashwini Deshpande, Co-founder, director, Elephant, said, “Indians have some very peculiar breakfast habits and preferences. What sets this range apart is the fact that it remains crunchy even inside milk. Since the cereals shelves are dominated with multinational and national brands already, this exercise was about creating new category codes while keeping Nestle equity enhanced.” 

Nesplus is a brand owned by Nestle Breakfast Cereals from Cereal Partners Worldwide (CPW), a joint venture between Nestle SA and US firm General Mills.