Nuffoods Spectrum India

Kashi rebrands the GOLEAN Line to Kashi GO

14 May 2019 | News

Kashi GO launches with a new cereal flavor and protein bar format; the redesign reflects the values of Kashi customers who choose foods that fuel and inspire them

Kashi officially announces its product redesign to its best-selling GOLEAN line which is now called Kashi GO. The new brand encourages people to do what they love with positive nutrition that fuels their active, healthy lifestyle. As the first product line to introduce plant-based protein to the cereal aisle, Kashi GO will maintain the same superior protein and taste people love without altering the original recipes. Now, people will see new packaging and logo to reflect the evolving brand.

In partnership with the brand agency, JKR, Kashi conducted market research to better understand how its customer base has evolved. This research showed that people are changing the way they think about healthy eating and that they want to invest in brands that not only reflect their food values, but also inspires them. In fact, research shows that a positive attitude can even lead to health benefits.

According to the Mayo Clinic, positive thinking and optimism are a key part in effective stress management, which is associated with many health benefits. Providing a brand experience that supports healthy lifestyles is a priority for Kashi and is a driving factor in evolving the GO brand.

"Evolving to Kashi GO reflects our food values and those of our customers who lead busy, active lives and want foods that can fuel AND inspire them," said Kashi Director of Marketing, Jeanne Wilson. "Our purpose still remains the same: to offer foods with powerful sustenance to help elevate what comes next."


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