Kellogg: The Incredible Shrinking Cereal Box!

Kellogg Co. is beginning a six-month test of a more consumer-friendly, space-saving box for its cereal brands 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 US 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 (12 oz) with 8% less packaging (paperboard) material per box. By optimizing the box configuration, Kellogg is able to reduce the package size without decreasing the amount of food. This test marks the most significant innovation in cereal boxes since the 1950s, the company says.

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.

"The new compact packaging also allows for more efficient use of retailer space and enables retailers to offer a wider variety of products," says Kim Miller, vice president, Morning Foods Marketing, Kellogg Co.

Press Release -- Converting Magazine, 1/29/2009

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