According to Diverse Image managing director Paul Wyatt, the sole supplier contract is "pivotal" to the three-year old company. The rolling deal, the value of which was undisclosed, covers all of Kellogg's UK work and includes "market samples".

Diverse Image will work on a range of Kellogg's brands including NutriGrain bars and its newly introduced Special K Lite Bites.

"That we have won a big brand like Kellogg's means that we will be taken more seriously by the industry. This certainly opens the door for us and we hope it will be a long lasting partnership," said Wyatt.

He added that the firm is currently at an "advanced stage" with other blue chip clients and further announcements could be made in three weeks time.

"We are certainly active in knocking on people's doors," said Wyatt.

Kellogg's signed Diverse Image after the two companies had worked together on a separate project three months ago.

Wyatt said it was that work, which also involved Burtons Foods, which helped convince Kellogg's to go to Diverse Image. The company is part of cylinder engraving supplier Keating Group and recently introduced its Keating International Secure Systems (KISS) service. It offers a 24-hour online project management service and allows clients to approve designs and artwork via a secure net portal. KISS is not currently part of the Kellogg's programme.

Diverse Image's other clients include United Biscuits, Ryvita and British American Tobacco. The Keating Group has operations in the UK, US, Republic of Ireland and the Far East.

Story by Philip Chadwick