The cereal
box as we know it may be about to change. Kellogg announced on Monday that
it is testing a new shorter and deeper cereal box in Detroit-area stores.
The new boxes, which are currently on the shelves of 10 Kroger and Walmart stores, will soon be added to shelves at 30 other local retail locations.
The new box, according to Kellogg, represents the most significant change in cereal packaging going back to the 1950s. Kellogg claims the new package will fit more easily into consumers' cupboards at home while still offering the current amount of cereal found in the company's traditional packaging. There is also a benefit to retailers as the new packaging will allow for more SKUs to be displayed on store shelves without the need for extra space.
The new box also uses eight percent less packaging per box than is currently used in cereal.
"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, in a press release. "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."
Discussion Questions: Does the new Kellogg test box signal the beginning of the end for the current cereal box? What do you see as the benefits and/or drawbacks to the new box design?