Cereal giant Kellogg has revealed plans to overhaul and relaunch its All Bran brand.

The 90-year-old brand will be marketed as an “everyday digestive health ally for women aged 35 plus” and the company said it will expand its portfolio to address the “taste needs” of this audience.

Kellogg also plans to launch a high-fibre cluster cereal – All Brand Golden Crunch – in the UK and move its Kellogg’s Bran Flakes and Sultana Bran under the All Bran banner alongside the original product.

The repositioning will be supported by a GBP5m (US$8.1m) ad campaign under the strapline of “Feel All Bran New” to give the brand “a new feminine positioning as a breakfast solution to everyday digestive discomfort”, Kellogg said.

It focuses on the benefits of wheat bran fibre, which Kellogg said is one of the few fibres approved by the European Food Safety Authority for digestive health claims.

“Digestive health is a booming need state and there is a clear role for the breakfast occasion to provide a compelling solution to this need,” said Kellogg UK marketing controller for adult brands Gill Riley.

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“We see a great opportunity with All Bran as research tells us 70% of women in the UK suffer from digestive discomfort and one of the best solutions to help prevent or combat symptoms is wheat bran fibre – yet four out of five people are not getting enough because they find it difficult to incorporate it into their daily diets.

Riley said the brand was previously known as an “acute digestive remedy for older people”. Kellogg, she added, hopes to change how consumers perceive the brand and “make it easier for women to incorporate wheat bran fibre into their diets”.