Waitrose stocks Anya Hindmarch Limited Edition Kellogg's Cereal
Monday November 17, 2014 at 10:28am
Waitrose is exclusively stocking two limited edition cereal boxes created for Kellogg's by luxury handbag and accessory designer, Anya Hindmarch. The move follows the release in September of the Anya Hindmarch AW14 collection, which featured a number of handbags and accessories using designs drawn from Kellogg’s visual archives, as well as other items inspired by the idea of taking everyday objects and treating them in an extraordinary way. That partnership was put together by Kellogg’s European licensing agent, Pink Key Consulting. The limited-edition cereal boxes in Waitrose now take the idea back from the catwalk to the breakfast table. The iconic Kellogg's Frosties has been renamed 'Fashion Flakes' while Kellogg's Cornflakes has been renamed 'Handbags at Dawn Flakes'. There is also a competition to win a limited edition Anya Hindmarch Featherweight Ebury handbag. Anya Hindmarch comments on the collaboration: “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 [miniature clutch bags] 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. 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.” The boxes will retail at £2.49 each but will be available on a ‘2 for £4’ offer throughout November. Waitrose says that boxes are already on sale via eBay for more than £30.