For the next few months, Kellogg's is trialing new, shorter, cereal box packaging that is made with fewer materials and designed to take up less space.
The six-month test of the new boxes started in late January and includes all 12-ounce versions of Kellogg's cereals. The smaller and deeper boxes are being tested out at select Wal-Mart and Kroger stores in suburban Detroit.
On average, the boxes use about 8 percent fewer materials. "By decreasing the amount of air in the interior bag, we were able to reduce the package size without decreasing the amount of food," said John Ferro, director of commercialization for Kellogg Company.
Kellogg's also says that due to the redesign, more boxes can be packed in truck shipments, the boxes take up less shelf space for retailers, and they also take up less pantry space for consumers.
The company will gather feedback from consumers and retailers and see if anticipated efficiencies due to the new design pan out before determining what it's next steps with the packaging will be.
U.K. Kellogg's cereal boxes - photo CC license by dan taylor
Kellog's Reshaped
This new Packaging system is quite impressive. The world is getting smaller and more efficient.for example APPLE. The reason behind the failure of the Product renovation strategy was lac of Market communication about the renovation.
Kellogg's
This is interesting. The exact exercise was done in Australia about 15 years ago for the reason of better shelf space utilisation, more efficient filling and production lines and a standardision of boxes. To keep the individual brand properties, the existing designs were sized to fit the new shapes, so as not to alienate existing customers....but the misproportioned graphics looked like a misfit. It proved to be a dismal failure and the company lost market share overnight. Consumers saw the packs as smaller, therefore less value. This drove them to the opposion which was out impacting them with their perceived bigger packs.
One year later, Kellogg's reverted to their original pack sizes.