Description:

Flying Kiwi is a sustainable children’s cereal brand created to tackle two key challenges in Aotearoa: rising food waste and a lack of nutritious, child-friendly breakfast options. The opportunity emerged through research into the oat milk industry, where I discovered that oat pulp (a by-product of milk production) is often discarded despite being highly nutritious. I saw an opportunity to transform this overlooked ingredient into something beneficial for Kiwi families: a plant-based cereal that supports children’s health and reduces waste.

By pairing oat pulp with imperfect fruit rejected by supermarkets, Flying Kiwi promotes a circular food system that benefits families, farmers, and the planet. The brand is built on values of kaitiakitanga, innovation, and community, and is brought to life through bold packaging, interactive activities, and compostable materials. My approach was to blend design, education and play to inspire healthier habits and environmental awareness in children, while reassuring parents with transparency and trust.

The result is a brand that stands out in the FMCG landscape because of its connection to the audience through storytelling and its commitment to sustainable practices and social impact. Flying Kiwi does not just propose a new cereal, but a new way of thinking about food, packaging and the choices we make as consumers.