Kellogg's Reduces Size of Corn Flakes Packaging

Kellogg's is testing a shorter box for its breakfast cereals.  The new packaging uses 8 percent less material and takes up less shelf space.

The company announced the new packaging and a market test in Detroit recently in a release to media outlets. 

The test run in stores in Detroit comes as other food and consumer products companies have been revamping their packages to save money on materials and shipping and also in response to environmental concerns.

The new boxes will be deeper and shorter than the standard box of Kellogg's Corn Flakes as seen in the photo above.

Kelloggs said the new boxes will take up about 5 percent less shelf space than the previous packaging but will contain the same amount of cereal.  This is an interesting tactic as often times companies revamp packaging and reduce the overall amount of product.

"Kellogg Company is 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."

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 test boxes will contain the same amount of the food people love 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."

Kellogg said the new boxes will be tested for six months in Detroit as the company determines whether consumers will accept the new box and what reaction retailers have, the company said.

Sustainable is Good has reported on other innovative changes to cereal packaging most notably Target's Archer Farms canister packaging which was released last year.  The packaging has met with mixed reviews from consumers and environmental advocates who remain confused as to its recyclability.

Comments

[Andrew]

Rider,

Unfortunately, I suspect that some manufacturers may be tempted to use slightly inflated packaging or other forms of techniques in order to create the perception of their being more product contained within the boxes than their really is.

But the approach of Kellogg does make sense, and personally, as a consumer, I do find myself more inclined to purchase boxes which fit more easily inside my kitchen cupboard. No doubt there would be many other consumers, as well as retailers, who feel the same way.

Kudos to Kellogg - this initiative shows a wonderful degree of ingenuity from the company in terms of reducing packaging costs and environmental impact as well as better meeting the needs of retailers and consumers at the same time.

A win-win solution for all involved. I hope it generates a positive response.

[yuki]

I has a consumer would rather they fill up that tall box with more Flakes, I have a feeling even in that new box half of it is just badged air.
I think its unfair to the consumer how all these company's so called going "green" really equals new packaging that is smaller, contains less and costs more. I have yet to figure out why it its that in choosing a product that is recycled and cost less to produce costs more than the same thing that is not recycled. Can any one answer that? I know the answer is not supply/demand

[Matthew]

I L.O.V.E. how Kim Miller says, "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."

And,

"The new test boxes will contain the same amount of the food people love and will fit more easily into consumers' pantries."

Space saving? That's so profoundly last century thinking it's shocking.

[Fielding Widner]

Andrew,

That is because it doesn't actually cost less to produce. It uses less overall energy to produce a folding carton from virgin fibers, than it does from recycled fiber. This is due to the added cost of retrieving the used product, repulping it, and adding additional fibers to the mix. It reality you can't make a 100% recycled paper product sustainable. If you keep using and recycling the same cereal box for example, it will eventually be repulped so many times, that it cannot form of the paper making machines. Also, it uses less overall material to use virgin fibers, as they are intrinsically stronger that recycled fibers.