Creative agency Crave Global has teamed up with Sara Lee to introduce a fun and nutritious new snack: the Sara Lee x Bluey Muffins.
These muffins are designed to make snack time more enjoyable for kids while offering parents a healthy option for busy mornings, lunchboxes, or afternoon snacks. Available in two tasty flavors—Apple Cinnamon and Blueberry Oat—the muffins are packed with 35-39% fruit and vegetables, earning a 4-Star Health Rating.
As part of the collaboration, Crave Global was responsible for the strategy, design, and artwork, including the concept for the consumer packaging. To appeal to a younger family audience, the packaging features a semi-transparent window with a collectible Bluey standee on the back. Each muffin is wrapped in a Bluey-themed muffin cup, adding a fun, kid-friendly touch.
“We didn’t take this responsibility lightly,” says Daniel Hopkirk, Managing Director of Crave Global. “Bringing together two iconic brands like Sara Lee and Bluey was an opportunity we wanted to do justice to. Our goal was to create packaging that was interactive, collectible, and showcased the health benefits of the muffins.”
This exciting collaboration blends the playful appeal of Bluey with Sara Lee’s legacy of quality baked goods, creating a perfect snack option for families.
Sara Lee will roll out the muffins across Australia with engaging in-store promotions, social media campaigns, and family-focused events at both local and national levels. This move marks an important step for Sara Lee as it expands its offerings beyond frozen desserts into the bakery category, demonstrating its commitment to providing families with tasty, nutritious choices.
“We’re thrilled to have worked with Crave Global on this project,” says Tarryn Van Romburgh, Category & Brand Strategy Manager at Sara Lee. “Their creative approach allowed us to craft playful, impactful packaging that truly reflects both the Sara Lee and Bluey brands.”
The Sara Lee x Bluey Muffins are now available at Coles and independent supermarkets across Australia, set to become a new favorite in lunchboxes nationwide.
