Chex™has updated their cereal box packages. The boxed package is simpler with more focus on scaling back the color of the box, see the Rice Chex package pictures in this blog post, with more efforts to let you know that it is healthy, indicated by the gluten free tag.

The spoon is now pointing up with the Chex cereal shaped like a diamond against the milk and spoon ladle. The updated design for Rice Chex has scaled back the tone of the blue, where it is now even a lighter blue.

In addition, they removed the “Simply Nutritious” tag next to the word Rice, which they shrunk the letters as with the word Chex too. Rice is a simply bold blue and Chex is in a semi-dark red. What I found interesting is that if you notice the letter “X” there is a darker red diamond within the diamond.  There is a diamond shape on the spoon too. People make connections with diamonds representing wealth and luxury so it may draw consumers to the brand. If you also notice above the letter “e” in the word Rice that there are four grains of rice making a quarter of a circle.

The gluten free benefit no longer does not splash across the box; in the updated package it is now on the right hand side of the box in a rectangle. The letters are no longer all capitalized; indicating that consumers know that the product is without gluten and you don’t have to interrupt us any longer with large capital letters across the box.

The cereal company is owned by General Mills and was introduced by the company in the year 1937. The shape resembles that of a checkerboard which was orginally owned by St. Louis, Missouri-based Ralston Purina, and the Chex name reflects the “checkerboard square” logo of Ralston Purina.[citation needed]  The cereal was a spinoff of the Ralston portion of Ralston Purina into Ralcorp in 1994. General Mills bought Chex in 1997.

Ads appeared for the cereal with characters from Charles M. Schulz‘s Peanuts comic strip.

The cereal comes in many flavors, like Corn, Wheat, Rice, Cinnamon, Honey Nut, Vanilla, and Chocolate. The largest boxes are both the Corn and Rice, and the smallest box is the Wheat box, probably because the grain is denser and costs more.  You can eat and cook with them in many different ways. For example, you can make them into a party snack, put them in your muffins.

There is megatrend going on in terms of companies simplifying packaging to make it more appealing to the consumer, and as I mentioned in other blog posts, — new packaging reintroduces a product and attracts new consumers. It invites them to take a fresh look, with subtle yet noticable eye-catching changes.

I noticed the updated packaging instantly and immediately compared both boxes in the cereal aisle. Giving the package a second look is good and if I were a fly on the wall, (not a good thing to be in a supermarket) to see what box the customer selects, and why. Maybe there is no reason, or perhaps the consumer does not even notice the difference. Regardless, it is a good move for the cereal maker and I think it will help them sell more cereal, in a competitive market with Kellogg’s, Quaker, etc.