The cereal aisle is a busy place, the visual equivalent of Times Square mixed up with Piccadilly Circus on New Year’s Eve. For a Mum with kids, trying to decode this lot must hurt her eyes. But looking closer at this fixture in Nicosia, it’s clear that the two big players Kellogg’s and Nestlé have their own separate areas of real estate to manage for the common good of category sales. But only one of them is making it easy for the consumer to select brand then variant, with perhaps a clearly-presented promotion to consider as well.

Nestlé’s new Fitness design was clearly designed with a well organised layout (see the cereal bars), but throw in some noisy neighbours and an ‘anything goes’ promotion design culture and it all goes out of the window (see, if you can, the breakfast cereals). A case of the number two trying harder, but also trying too much.