When it comes to branding for protein and granola bars, perhaps the most effective design—to this day—comes from RXBAR. It seems startlingly obvious now, but who knew that simply listing your ingredients on the wrapper, all pronounceable, mind you, would tie back to the brand’s ethos of transparency and minimal natural qualities?

British retailer Marks & Spencer (M&S) must have gotten the memo, as the brand’s Managing Director, Alex Freudmann, took to LinkedIn to unveil their latest cereal packaging design. Taking a page from the RXBAR playbook, the brand listed all of the ingredients on the front of the box.

“M&S has always led the way on having the cleanest food,” wrote Freudmann, “and with this new range, the team has pushed the boundaries again. The ingredients list for the Cornflakes is literally just – ‘Corn.’ Similarly, the ingredients list for the Multigrain Hoops is only five long.”