SOLANA BEACH, CALIF. — Kashi Co., a subsidiary of Kellogg Co., has rebranded a line of ready-to-eat cereal and snacks to address a shift in consumer attitudes about health and wellness. Formerly Kashi GoLean, Kashi Go products feature a new visual identity and packaging based on market research the company conducted to understand how its customer base has evolved.

“Evolving to Kashi Go reflects our food values and those of our customers who lead busy, active lives and want foods that can fuel and inspire them,” said Jeanne Wilson, director of marketing for Kashi. “Our purpose still remains the same: to offer foods with powerful sustenance to help elevate what comes next.”

The new packaging design began rolling out in April at select grocery stores nationwide. New Kashi Go products launching in May include Maple Brown Sugar Flakes & Clusters cereal, which has 10 grams of protein from pumpkin seeds, lentils, peas and quinoa; and three nut-based bars and 12 grams of protein and 6 grams of sugar per serving. Flavors include peanuts and peanut butter, dark chocolate with almonds and sea salt, and dark chocolate and peanut butter.