Kellogg is testing a shorter, deeper cereal box size and shape – made with 8% less packaging material – that it believes will save space in cupboards and revolutionize the cereal aisle, MediaBuyerPlanner writes.
The new box will contain the same amount of cereal, but it will fit into pantries more easily, according to AdAge. Because it uses 5% less cubic space, it will also save space on grocery store shelves.
The box is being tested in Kroger and Wal-Mart stores in Detroit for six months, at which time the company will make a decision about a national rollout. The test affects the majority of Kellogg’s branded cereals, including Frosted Flakes, Corn Flakes and Special K, writes AP.
Kellogg said the move is “the most significant innovation” in cereal boxes in half a century, but Reuters points out that manufacturers have been experimenting with cereal box size for the past couple of years, though in those cases the amount of cereal in the box was reduced.
The company recently released its first Corporate Responsibility Report.