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Kellogg Co. has begun a six-month test in Detroit of what is says is "a more consumer-friendly, space-saving box" for its cereal brands that could potentially redefine the cereal aisle. The new boxes appearing at Wal-Mart and Kroger stores are shorter and deeper but hold the same amount, according to the company. Manufacturers of consumer goods have changed the size and shape of packaging in response to retailers who want to free up shelf space to stock more varieties and reduce waste. Kellogg is testing the new boxes to gain consumer and retailer insights that could prompt a potential U.S. rollout. The test will occur over a six-month period. The company says the slimmer box contains "the same amount of the foods people love with less packaging." Optimizing the box configuration, Kellogg can reduce the package size without decreasing the amount of food. The test could signal one of the most significant cereal packaging changes since the 1950s. Says Kim Miller, vp of morning foods marketing at Battle Creek, MI-based Kellogg, the new package is designed to better meet consumers' desire for more space in their pantries."
