Mornflake has teamed up with branding studio Household & Pals to launch Yup!, a brand new snack vary that goals to shake up the recent oat-pot market with new flavours, playful design and a free-spirited character.
The heritage model, with over 350 years of oat-milling experience, recognized a gap within the ‘gap-filler’ snacking class for a product that is each indulgent and satisfying.
“Mornflake approached us with a brand new candy, on-the-go oat-pot vary,” says Alex Durbridge, co-founder of Household & Pals. “By exploring the present porridge-pot market, we uncovered that youthful shoppers are in search of more healthy dessert options, with out fastened snacking time preferences.”
That perception turned the springboard for Yup! ‘s positioning as a versatile, anytime snack. The recipes are constructed round oats, granola, berries, nuts and chocolate chunks, taking inspiration from nostalgic puddings. Household & Pals dealt with all the things from technique and naming by to id and packaging.
“Visually, we would have liked to shift away from the breakfast picture of a static bowl of oats,” says Alex. “Candy and enjoyable, Yup! is extra about wanting good on-the-go slightly than the kitchen desk.”
The artistic problem was strolling a tightrope to seize carefree indulgence whereas nonetheless signalling style and high quality. Technique director DJ Johnston explains: “With a model character constructed round exuberance and free spirit, the model’s proposition reads ‘Your guidelines, your means, any time of day’.
“Specializing in the thought of giving folks the liberty to get pleasure from ‘each time’ opened up the chance to outline a singular model proposition, disrupting the recent immediate cereal class and banishing the boring.”
That concept got here to life in a reputation that was brief, punchy and affirmative. Yup! emerged because the pure match, and nods to the thought of claiming sure to indulgence, sure to thrilling flavours, and sure to flexibility.
The packaging reinforces that angle with vibrant color mixtures and playful graphics impressed by nostalgic candy outlets and even trend equipment. Every pot is designed to really feel like a press release merchandise you’d fortunately carry round, slightly than a utilitarian snack hidden away in a desk drawer.
The staff intentionally leaned into cues from way of life and trend slightly than sticking too carefully to conventional meals branding. “We wished every oat-pot flavour to really feel like a trendy accent, very like an on a regular basis important that enhances private model as seamlessly as the appropriate purse or a press release striped high,” Alex says.
The ultimate packaging stands out within the cereal aisle but in addition would not look misplaced on a café shelf or in somebody’s Instagram feed.
This considerably disruptive streak sits alongside Mornflake’s long-standing credibility in oats. By combining this extra playful branding with a basis of trusted vitamin, Yup! goals to hit a candy spot between well being and indulgence. For shoppers who’ve grown uninterested in selecting between purposeful porridge or sugary confectionery, it provides an interesting center floor.
Household & Pals’ lengthy partnership with Mornflake meant the method was collaborative from the outset. The cereal model introduced deep data of oats’ well being advantages and flexibility, whereas the studio introduced strategic perception and design innovation. Over time, that mixture has turn out to be a confirmed recipe for achievement, enabling each side to maneuver rapidly from idea to shelf.
The collaboration additionally displays Household & Pals’ wider positioning as a studio. With backgrounds in main model and promoting companies, the staff specialises in serving to start-ups, scale-ups, and legacy companies launch new merchandise into aggressive markets. For them, Yup! is one other instance of utilizing artistic agility to carve out a contemporary class proposition.
Yup! pots are already obtainable on-line and can roll out extra broadly within the coming months. For Household & Pals, the hope is that the model units a brand new benchmark for what sizzling oat snacks could be.
“We consider ‘Your guidelines, your means, any time of day’ is a contemporary, related method to the ever-evolving gap-fillers snacking market,” says Alex. “With this disruptive new proposition within the sizzling oat-pot class, and a enjoyable, free-spirited design to match, we’re giving shoppers the prospect to say Sure! – guilt-free, anytime of day.”
