FDBusiness.com

Kellogg’s has gone down the retro route to celebrate the Diamond Jubilee with the launch of a series of limited edition collectors’ boxes.

The designs have been inspired by authentic Kellogg’s drawings dating back to the 1950s when the Queen ascended the throne. This includes the first Coco the monkey design and original Snap, Crackle and Pop characters. Other Kellogg’s brands to receive a Jubilee makeover are Corn Flakes and Frosties.

According to Kellogg’s this is the first time the company has commissioned limited edition collectables to mark a royal milestone. The cereal giant  has produced commemorative designs in the past to honour key Kellogg’s anniversaries, including the 75^th anniversary of Kellogg’s and 100 years of Corn Flakes in 2007.

Paul Humphries, marketing controller for Kellogg’s said: “The Diamond Jubilee is one of the great news stories of the year along with the Olympics and retailers will be looking to capitalise on this event.

“Royal memorabilia can be a valuable marketing tool and we can help retailers by offering these limited edition boxes, along with over 100 years of heritage, which will be popular with shoppers keen to have their own Jubilee keepsakes.

“There is only a small number available, so once they’re gone- they’re gone and we believe they will help to drive cereal sales as the nation gears itself up for the summer’s celebrations.

The boxes will be on sale until 25 June. Kellogg’s is also a holder of a Royal Warrant from HM Queen Elizabeth and has been supplying cereals to the palace since before her father George VI’s reign.