Download this free, 130-page Package Development Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.  Learn more »»
Article |

Creating a competitive design

When Northfield, MN-based Malt-O-Meal Co. decided to position its line of ready-to-eat value cereals as a direct competitor of national boxed brands, they enlisted Mackey Szar (Minneapolis, MN) to redesign the cereal line’s packaging to reflect this new strategy.
FILED IN:  Package Component  > Closures

The cereal company requested that the redesigned plastic bag show more of the product than did the previous design. The larger window on the bag allows customers to visually compare Malt-O-Meal cereals to that of the competition. Malt-O-Meal also requested that several elements of the previous package design be integrated into the new design including the color red and the brand’s trademark characters Cool Blue and Li’l Oaty. Each bag employs multiple colorful banners that highlight the national brand comparison and the Malt-O-Meal brand value message. The banner is repeated on both of the bag’s side panels and on the bottom. Each bag uses a yellow sunburst with copy describing the product’s nutritional value . The resealable bag is equiped with a pourable spout. “Mackey Szar did a wonderful job with the cereal package redesign” says Sally Literski marketing director for Malt-O-Meal. “Their design has positively impacted the in-store visibility of our cereal.”


Add new comment

42 Best Package Designs: 2014 edition
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!


Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!

New Issue Alert

Packaging World Magazine


Breaking packaging news

Packaging Insights

Pertinent packaging issues


Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.