Roger's Foods Inc

Seeking an expanded consumer market, Slant breathes new life into a long-standing Canadian brand, delivering modern packaging, increased sales and new distribution channels.

packaging / brand / sales

Rogers Foods Cereal Lineup


  • Update aging brand and 30 year-old consumer packaging.
  • Preserve core brand elements (wholesome, natural).
  • Retain loyal user base.
  • Expand toward younger demographic.


  • Eight redesigned stand-up bags.
  • Brand re-alignment and sales strategy.
  • Expansion and distribution strategy consulting.


  • Sales up 25% year over year with higher profit margins.
  • Four new listings and continued distribution expansion.

Modernizing a familiar favourite

Rogers Foods is a flour manufacturer and grain processor in Western Canada for over 60 years. They retain a loyal, yet older following. Rogers wanted to increase their sales distribution across Canada of their branded cereals and grains while broadening their appeal to a younger generation. Slant was asked to help accomplish these objectives through packaging design and consulting.

We dove deep and learned all we could about Rogers: their history, heritage and products. We learned about their challenges in the competitive market segment they play in, what their consumers, potential consumers and customers needed and expected from their products. We learned how both key stakeholders and loyal Rogers customers relate to the brand.

Ultimately, we built a packaging and design strategy that would communicate the brand values and benefits above all the existing shelf clutter in a crowded marketplace.

In the fall of 2013 Rogers revised and invigorated new packaging began showing up in grocery stores across Canada. After 12 months, sales are up 25% as Rogers continues to increase distribution and sales channels. Slant continues to engage with Rogers for consulting and packaging concepts.

Rogers Foods Cereal Lineup
Rogers Foods Cereal Lineup
Rogers Foods Cereal Lineup

Slant was a pleasure to work with and they helped us strategically re-launch our brand.

Their professional approach helped us define our brand values and objectives and the final designs totally delivered above expectations. We are proud to have Slant as our brand partner.

Brad Duggan
National Sales Manager Canada & USA

Rogers Foods Cereal Lineup
Rogers Foods Cereal Lineup