TORONTO – All-Bran cereal isn’t just for breakfast—it can be part of every meal or snack. At least, that’s what Kellogg’s Canada wants its customers to think. “It’s an old brand. It’s been a traditional part of Canadian breakfast for many years,” said Natasha Millar, senior director of food and beverages at Kellogg’s Canada. “Our mission is to grow the brand beyond breakfast.”

Kellogg’s Canada isn’t the only food manufacturer looking at different ways to use older brands. Campbell’s and Kraft also want to target the Millennial generation with fresh ideas on seasoned products, the Toronto Star reports.

For example, Campbell’s Canada answers consumer questions and interacts with customers on a new website, whatsinmyfood.ca. “This is a serious commitment. We will be open and honest about what goes in our food, how we make our food and the choices behind the ingredients,” said Campbell Canada president Ana Dominguez. “Consumers are changing. Changing demographics, socioeconomics, family structures [and] tastes are all impacting how we do business.”

Kellogg’s Canada also wants customers to think beyond the box with its products, as it teamed up with celebrity chefs to devise recipes for bran flakes, for instance. “It’s innovative for the cereal category,” Miller said.