Kellogg hopes to “redefine the cereal aisle” with new packaging

Posted by Daniel Palmer on 27th January 2009

Kellogg Company is beginning a six-month test of a “more consumer-friendly, space-saving box for its cereal brands” that could potentially redefine the cereal aisle, the company says. Kellogg Company is testing these new boxes with participating retailers in Detroit to gain valuable consumer and retailer insights that could inform a potential rollout.

Kellogg’s cereal

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 the foods people love with less packaging. By optimizing the box configuration, Kellogg Company 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 1950’s, Kellogg’s suggested.

“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,” said Kim Miller, vice president, Morning Foods Marketing, Kellogg Company.

The test will occur over a six-month period with participating retailers in Detroit, with trial success to be judged on consumer acceptance, retailer feedback and expected internal efficiencies.

“The new test boxes will contain the same amount of food … and will fit more easily into consumers’ pantries,” Miller said. “The new compact packaging also allows for more efficient use of retailer space and enables retailers to offer a wider variety of products.”The new packaging is also an improvement for sustainability, with an average of eight per cent less packaging material per cereal box.