Gut health has become a subject of increasing discussion as awareness around food intolerances rises. Kellogg’s is the latest brand getting involved via a VR experience meant to show Australian consumers what is actually happening inside their guts and why they need the fibre provided by the brand’s cereal. Data from the CSIRO Institute of Research shows 50% of Australians experience stomach health problems annually.

The "Gut Bacteria Reef" is a play on Australia’s Great Barrier Reef not just in name but also in reference to how the gut, like the reef, needs a specific balance of nutrients to stay healthy. The VR experience, created with TBWA\Eleven Sydney and Nakatomi, includes a partnership between the brand and Australia’s Sea Life Sydney Aquarium where people visiting the aquarium during school holidays can virtually travel into a human gut. In the experience, users can shoot Kellogg’s cereal at good bacteria to see how high-fiber products affect the gut.

People can also find QR codes on cereal in Australia including Sultana Bran, Special K, All Bran and Guardian cereal that brings people to the gut virtual experience on Steam, an online gaming platform where people can buy, create and discuss PC games. There is also a YouTube version.

“Gaming is such a powerful medium for storytelling” and VR is the most up-to-date version of gaming, said Nakatomi’s Managing Director Ben Bray and Head of Nakatomi Andy Timms in a statement. “While designed for kids, we’re super proud of the reception it’s had online with the Steam community.”