Cereal giant Kellogg is testing a space-saving cereal box that the firm says could “redefine” the cereal aisle.
The company yesterday began a six-month retail test of a new package format that contains the same amount of food in a smaller box.
According to Kellogg, this is “the most significant innovation in cereal boxes since the 1950's”.
The new boxes are designed to more easily fit into consumer pantries. At the same time, they allow retailers to make more efficient use of shelf space, and could enable them to stock a wider variety of products, said the firm’s vice president of Morning Foods Marketing, Kim Miller.
Another advantage is the package’s green credentials. According to Kellogg, the compact box uses an average of 8 per cent less packaging material than a regular cereal box.
Cereals sold in the new format will be available for a six-month test period in some retailers in Detroit.
Feedback received from consumers and retailers will help the company plan for a potential rollout across the United States.
"Metrics for evaluating success of the test include consumer acceptance, retailer feedback and expected internal efficiencies," said Miller.
The firm claims its new space-saving box gives consumers a “glimpse at the possible future for the cereal aisle”.
"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," said Miller.