Nutri-Grain Forced To Change Packaging Thanks To Eight-Year-Old Girl

Nutri-Grain Forced To Change Packaging Thanks To Eight-Year-Old Girl
SHARE
THIS



Kellogg’s brand Nutri-Grain will be changing its packaging to be more balanced in its portrayal of its consumers, thanks to an eight-year-old from Canberra.

Fed up with only seeing men on Nutri-Grain boxes, Daliah Lee wrote a letter to the brand pointing out that girls “also do awesome things”.

nturi

Lee’s initial plea was met with a non-committal letter back from Kellogg, apologising Lee was not happy with the brand and promising her complaint would be “forwarded to our product development team”.

Disappointed with the lack of action, Lee started a change.org petition to get people to rally against the sexist packaging.

Now, following a push from Fairfax Media, Kellogg finally decided to address the issue and publish a formal statement on Lee’s complaint.

In a statement, a Kellogg spokesperson said: “Hearing Daliah’s passion and, as a company that values diversity and inclusion, we’ve decided that we will update the back-of-pack imagery with images of both females and males.

“This will be rolled out in 2019, so that we can continue to inspire all Aussies no matter their gender.”

According to The Sydney Morning Herald, Lee is over the moon with the outcome.

“I jumped up and down and screamed, I was so excited,” she said.

“Finally all my hard work has paid off. Children are important as well and need to be listened to.”

Lee has now given herself a self-imposed ban on eating the ceral until the packaging changes.

“Only when I see the evidence they haven’t lied to me,” she said.

Meanwhile, Lee’s mother said: “I think one of most amazing things is that she is at that beautiful age where she genuinely believes she can change the world.

“It may be something as superficial as a cereal box but she’s aware when something doesn’t feel fair.”

It’s likely not the last time we’ll hear from Lee, who admitted she’d “like to be prime minister.”

B&T has contacted Kellogg for further comment.

Please login with linkedin to comment

cereal Kellogg Nutri-Grain sexism

Latest News

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation
  • Campaigns

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation

Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]

CarExpert Acquires PriceMyCar For $4 Million
  • Technology

CarExpert Acquires PriceMyCar For $4 Million

Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]

IKEA Festival Set To Launch In Sydney And Online
  • Marketing

IKEA Festival Set To Launch In Sydney And Online

The IKEA Festival, a global celebration of life at home taking place from 26 August – 10 September 2022, will showcase creativity and inventiveness at home, from around the world. Built on the theme ‘From Dreaming to Doing’, the festival, which takes place both online and in every IKEA store in Australia, aims to inspire […]

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog
  • Campaigns

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog

Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]

Optimizely Bags Strong Performer Result In Forrester Report
  • Marketing
  • Technology

Optimizely Bags Strong Performer Result In Forrester Report

Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]

Snapchat Drops New Features Exclusively For Paid Subscribers
  • Technology

Snapchat Drops New Features Exclusively For Paid Subscribers

Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]

YouTube Foodie How To Cook That Joins Jellysmack Creator Program
  • Media

YouTube Foodie How To Cook That Joins Jellysmack Creator Program

Global content creator company Jellysmack today announced the signing one of Australia’s top food creators, Ann Reardon (pictured) from How to Cook That, to its Creator Program. Food is one of Jellysmack’s most popular content verticals and its 100 culinary creator partners generated 20 billion views globally last year. This year alone, Jellysmack has added […]

Seven West Media Announces On-Market Buy-Back Of Up To 10% Of Shares On Issue
  • Media

Seven West Media Announces On-Market Buy-Back Of Up To 10% Of Shares On Issue

Shareholders are advised that the Board of Seven West Media has approved an on-market buyback of up to 10 per cent of shares on issue. The on-market share buyback program will be conducted on an opportunistic basis over the coming 12 months. The news follows the release of SWM’s end-of-year numbers this morning. Read all […]

New York, June 22, 2016: The BuzzFeed sign at the company headquarters.
  • Advertising
  • Media

Buzzfeed, Inc. Launches Lighthouse In Australia, UK And Beyond

BuzzFeed, Inc. today announced that Lighthouse, an offering for advertisers across its platforms that brings brands closer to its audience, is now available to clients internationally. Lighthouse leverages BuzzFeed’s tech-powered foundation and diverse array of content across BuzzFeed, Inc. – which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks – to provide advertisers […]

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis
  • Media

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis

News Corp Australia has today launched a six-week cost of living editorial series, Smart Savers, to help its audiences make informed decisions to navigate the rising cost of living. According to News Corp Australia research consumers are spending, on average, 60 per cent of their incomes on bare essentials including food, fuel, housing and insurance […]