Waitrose Announces Limited Edition ‘Designer’ Kellogg’s Cereal Packs
Waitrose has announced that luxury handbag and accessory designer, Anya Hindmarch, is launching two limited edition cereal boxes for Kellogg’s exclusively at Waitrose this week.
Waitrose has announced that luxury handbag and accessory designer, Anya Hindmarch, is launching two limited edition cereal boxes for Kellogg’s exclusively at Waitrose this week. The cereal collaboration is part of the Anya Hindmarch AW14 collection, which began with the idea of ‘taking everyday objects and treating them in an extraordinary way’. The two limited edition designs see Kellogg’s Frosties, renamed ‘Fashion Flakes’ and Kellogg’s Cornflakes, renamed ‘Handbags at Dawn Flakes’.
Lizzie Willett, cereal buyer at Waitrose said the iconic Kellogg’s characters, Tony the Tiger and Cornelius the Cockerel, have been given a refreshing makeover. She said: “We’re excited to exclusively offer our customers fashion flakes, which will no doubt be a hit with fashion lovers.”
Designer Anya Hindmarch said: “I am always inspired by treating the everyday in a luxurious way. For our AW14 collection I worked with Kellogg’s to create bags featuring their iconic brand assets – minaudieres resembling variety packs of cereal but printed onto beautiful python, Tony the Tiger and Cornelius the Cockerel inlaid into the finest skins, almost like marquetry of leather.
“These were an instant hit amongst press and customers once they were shown on the runway at London Fashion Week. It was a natural progression to develop actual cereals with Kellogg’s and Waitrose. Craftsmanship and humour are at the heart of everything we do so an opportunity to do something a little unexpected and fun always appeals to me.”
Source: Waitrose
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