Leading cereal company thinks inside the box
Feb 18 2009
Retail Wrap >>

Kellogg's Company in the United States has announced a new space-saving box that gives consumers a glimpse of the possible future for the cereal aisle.

Kellogg Company has begun a six-month test of a more consumer-friendly, space-saving box for its cereal brands. The company launched the test in Detroit and believes that the new design has the potential to redefine the cereal aisle. The company is testing these new boxes with participating retailers in the city to gain valuable consumer and retailer insights that could inform a potential US rollout.

The new space-saving box offers the same amount of cereal, but with less packaging. By optimizing the box configuration, the company says it is able to reduce the package size without decreasing the amount of the contents. The company believes this test marks the most significant innovation in cereal boxes since the 1950s.

"We are proud of our 100-plus year commitment to innovative thinking and consumer relevancy," said Kim Miller, vice president, Morning Foods Marketing, Kellogg Company. "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 cupboards. In addition to helping consumers save space at home, the new boxes could aid retailers in providing more varieties of products for consumers.

Apart from space savings, the new packaging could also help protect and preserve natural resources by using an average of 8% less packaging material per box.

Adapted from Source: 28 Jan 2009, www.bizcommunity.com