Kellogg Tests New Cereal Box on Store Shelves
Kellogg Company is beginning 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 Company 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.
"Kellogg Company is proud of our 100-plus year commitment to innovative thinking and consumer relevancy," says 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."
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.
"Metrics for evaluating success of the test include consumer acceptance, retailer feedback and expected internal efficiencies," adds 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.
"Kellogg Company is proud of our 100-plus year commitment to innovative thinking and consumer relevancy," says 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."
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.
"Metrics for evaluating success of the test include consumer acceptance, retailer feedback and expected internal efficiencies," adds 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.