Canadian Packaging

Kellogg Lets Consumers Decide


June 8, 2009
by Canadian Packaging Staff

Cereal powerhouse Kellogg Company is conducting a six-month, in-store test of a new space-saving cereal box that the Battle Creek, Mich.-headquartered convenience food products manufacturer hopes will “redefine the cereal aisle” with more sustainable packaging.

Launched several weeks ago at selected retailers in the metropolitan Detroit area, the test is aimed at gauging the consumers’ response to redesigned boxes offering exactly the same amount of food but with considerably less packaging, according to Kellogg, which calls the test “the most significant innovation in cereal boxes since the 1950s.”

According to Kim Miller, Kellogg’s vice-president of marketing for morning foods, the new packaging is designed to meet consumers’ demand for more space in their pantries, while also aid retailers by providing more available shelf-space.

Based on the consumer feedback, Kellogg could proceed with a national roll-out of the new boxes later in the year, according to Miller, who says the new boxes use eight per cent less packaging material on average than the traditional design.