Kellogg Testing New Cereal Boxes Amid High Hopes

In an experiment that it says marks the most significant innovation in cereal boxes since the 1950s, The Kellogg Co. this week embarked with Detroit retailers on a six-month test of a new consumer-friendly, space-saving box for its cereal brands that could potentially redefine the cereal aisle.

The tests with the new boxes -- which offer the same amount of product with less packaging -- are designed to produce valuable insights to help the Battle Creek, Mich.-based company potentially launch a full-scale U.S. rollout of the optimized box configuration, which enables Kellogg to reduce the package size without decreasing the amount of food.

According to Kim Miller, v.p. of Morning Foods Marketing, Kellogg Co., "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 test will occur over a six-month period with participating retailers in Detroit, metrics for evaluating the success of which will include consumer acceptance, retailer feedback and expected internal efficiencies, explained Miller.

The new packaging is designed to better meet consumer desire for more pantry space. In addition to helping shoppers save space at home, the new boxes being tested could also 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," said Miller. "The new compact packaging also allows for more efficient use of retailer space, and enables retailers to offer a wider variety of products."

Not only is the new packaging expected to help consumers save space in their pantries and help retailers make efficient use of shelf space, but it could also help protect and preserve natural resources by using an average of 8 percent less packaging material per cereal box.