ABOUT

Troo's mission is to make people as passionate about gut health as they are.

Troo’s purpose is to help people live longer, happier and healthier lives through better gut health– whilst being kind to the world. Bringing together health and sustainability creates a unique proposition with high consumer appeal.

There is growing evidence that shows how fundamental gut health is for us to live a long, happy and healthy life. Our gut health can have a huge impact on both our physical and mental health and well being.

Learning more about gut health has inspired the creators of Troo to create a range of gut healthy food.

Their initial products help you have a gut-healthy start to the day; delicious, award-winning granola packed with natural ingredients - gluten free, low sugar, high fibre and vegan; and the first granola in plastic free packaging.

The array of characterful birds of paradise encapsulate the vibrant, fun, colourful and healthy nature of the brand. Hidden within the illustrations you can discover some of the ingredients used within each granola.

Many granolas in the cereal aisle focus on generic aspects such as ingredients with rustic illustrations. While the team were careful not to disregard the semiotics of the category customers have been given mnemonic to remember the brand by – ‘the one with the birds on the front’.

On pack communication is integrated in a fun way. Each of the birds has a speech bubble that informs of the low sugar or high fibre benefit. Two small birds at the top of the pack indicate where the pack should be torn. Back of design is well considered and is consistent with off pack communications.

The Troo logo includes a face with a smile. The smile element is used as a window and has been used in off pack communication also. We feel this helps build an emotional connection with consumers which is evidenced with the consumer response on social media – Instagram in particular. Consumers frequently declare their ‘love’ for the brand – no mean feat in the world of breakfast cereal.

The Troo brand has also recently been extended to Troo Porridge+, the first mood enhancing breakfast cereals. Various birds have been specifically chosen to reflect the various moods – for example a road runner to symbolise the energising variety. Troo Spoonful of Fibre Inulin Syrup is also available.

Troo Granola and Porridges can be found in major supermarkets, Sainsbury’s, Waitrose and Holland and Barrett and other health stores.