General Mills Staves Off Disruptors, Rebrands Gushers and the Lot

Back in Spring, General Mills refreshed the looks of its three iconic brands “Gushers”, “Fruit Roll-Ups” and “Fruit by the Foot” for the first time in eight years to welcome a new era of snacking fun. General Mills unleashed the uniqueness of each brand and built on their multi-sensory worlds to create a more enjoyable and distinct experience.

Teman Evans, global head of design at General Mills, explained that companies and brands usually go for a new brand identity or refreshed look when they are struggling. But this wasn’t the case for General Mills and its brands. Evans said their brands are incredibly popular.

Fruit By The Foot, Gushers, and Fruit Roll-Ups Get a Modernized Look Courtesy of Pearlfisher | Dieline - Design, Branding & Packaging Inspiration

He pointed out they adopted a new look to stave off disruptors and in preparation for the next generation of shoppers. Each brand was placed under the portfolio in a more closely defined swim lane, targeting different age sets.

Evans said Gushers received the most substantial makeover – to connect with young adults who grew up with the snacks that are filled with a fruit juice that bursts when bitten. “The shift was also intended to position Gushers to compete more directly in a crowded candy category, where unseating established players can be difficult.”

The executive shared that Fruit by Foot took up a more chill positioning, to help teenagers unwind from stress. “Before we really pinned it down, we always talked about it in terms of more, more, more. What we finally realized was the unrolling – what our consumers were really using as a chill time to slow down.”

General Mills believes that brands today need the ability to connect meaningfully with consumers across a variety of touchpoints. It said for teens, it’s imperative to fit seamlessly into their lives and deliver benefits that extend beyond the products.

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