Canadian Packaging

Kellogg’s Test Could Redefine Cereal Aisle


January 27, 2009
by Canadian Packaging Staff

The world’s leading producer of cereal, Kellogg Company of Battle Creek, MI has begun a six-month test of a more consumer-friendly, space-saving box for its cereal brands beginning today in Detroit that could potentially redefine the cereal aisle. Kellogg is testing these new boxes with participating retailers in Detroit to gain valuable consumer and retailer insights that could inform a potential U.S. rollout.

To better meet the needs of consumers and retail partners, the company is testing a new, space-saving box that offers the same amount of food with less packaging.

The packages are expected to protect and preserve natural resources by using an average of eight per cent less packaging materials per cereal box.

By optimizing the box configuration, Kellogg has reduced the package size without decreasing the amount of food. This test marks the most significant innovation in cereal boxes since the 1950’s.

"Kellogg Company is proud of our 100-plus year commitment to innovative thinking and consumer relevancy," said Kim Miller, vice president, morning foods marketing, with Kellogg. "The test of this new space-saving packaging is part of our ongoing commitment to identify solutions that help us meet the needs of our retail partners and consumers.

"Metrics for evaluating success of the test include consumer acceptance, retailer feedback and expected internal efficiencies," added Miller.

The new packaging is designed to better meet consumers’ desire for more space in their pantries. In addition to helping consumers save space at home, the new boxes being tested also could aid retailers in providing more varieties of products for consumers.

For more information, visit the Kellogg Company Web-site at www.kelloggcompany.com.