Cereal offenders How Kellogg’s and others irked public

The rebranding of Heinz Salad Cream may be designed to boost sales, but changing the name of popular products does not always have this effect. In 1999 an attempted rename of Coco Pops to “Choco Krispies” was met with outrage. People said its slogan “I’d rather have a bowl of Coco Pops” sounded clumsy with the new name with more syllables. This led to Kellogg’s deciding to let consumers vote on what the name of the chocolate cereal should be. Around a million people voted to change it back to its original Coco Pops, with just 8 per cent of respondents voting for it to remain as Choco Krispies. And when Mars decided to change its popular twin biscuit chocolate bar Raider to “Twix”, as it is now widely known, sales of the bar plummeted. Twix bars were formerly known as Raiders in most of Europe for years until 1991 when they were rebranded.