The classics and some fresh flavours are ready to start the day, with a complete brand refresh and new formulations for the Freedom Foods cereals range.
Arnott’s Group’s snacks and cereal division Good Food Partners completed the overhaul 14 months after acquiring the brand.
Freedom classics like XO Cocoa Crunch and Corn Flakes, and the introduction of new flavours like Active Balance Almond & Cashew Multigrain Flakes and Honey Flake Crunch have been formulated to appeal to the brand’s existing customers as well as a broader range of consumers wanting to eat healthier.
The full Freedom Cereals range are made in Australia, gluten free, and have at least a 4 Star Health Star.
The new Freedom Classic range has the much-recognised red Freedom banner, with new recipes, stronger health credentials and re-designed packaging.
Good Food Partners managing director, Chris Diver said, “The Freedom brand has existed on the Australian food scene for three decades and has always had a strong and loyal brand following, particularly from gluten intolerant consumers.
“We have already invested significantly in R&D and manufacturing capabilities to grow the Freedom brand, as we strive to become a leading player in the cereals and snack bar market.”
Arnott’s general manager of Innovation & Growth Honi Cervi said the new range would transform the category, with a strong pipeline of products yet to come.
“Traditionally, ‘free-from’ products were banished to health food stores. Today, we’re proud to be making these products more accessible for the 12 per cent of Australians avoiding gluten for some reason or another, while also increasing the options for those who are gluten intolerant,” Cervi said.
Good Food Partners recently relaunched the Messy Monkeys and Arnold’s Farm brands, as well as a new low gluten oat range, Freedom Oats. It expects to relaunch Heritage Mill in the coming weeks.
