From childhood breakfast classic to a health-focused family brand.
The classic breakfast brand Havrefras was perceived as a nostalgic childhood brand on the Nordic markets. The childish identity made it hard for the target group to see the quality, nutritious content inside the Havrefras pack. Few consumers knew that Havrefras contain 78% whole grain and are certified as a green Keyhole product. As a result, the Havrefras packaging was subjected to a complete revitalization, helping it to recapture its true position as a healthy breakfast brand for the entire family.