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Kellogg Tests Shorter, Fatter Cereal Boxes

New Design Holds Same Amount of Food but Saves Space, Materials

By Emily Bryson York
Published: January 26, 2009

CHICAGO (AdAge.com) -- Kellogg Co. is testing a "space-saving" cereal-box design that it predicts will redefine the cereal aisle. The new box, which is being tested in Detroit, represents the package-foods company's biggest box tweak since the 1950s. According to Kellogg, consumers and retailers want to save room in pantries and on store shelves.

"Kellogg Co. is proud of our 100-plus-year commitment to innovative thinking and consumer relevancy," Kim Miller, VP-morning foods marketing at Kellogg, said in a statement. "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." Ms. Miller added that the test will look at consumer acceptance, retailer feedback and effects on company efficiency.

The new packaging contains the same amount of food, but the shorter, fatter design is expected to fit into pantries more easily. Ms. Miller said it will also save grocery-shelf space, allowing retailers to offer a wider variety of products. Since it involves an 8% decrease in materials, the new box design is also stands to burnish Kellogg's green halo.

'Improve our footprint'
During the company's last earnings call, Kellogg CEO David MacKay described the box design as one of the ways the company is "looking at how we can make positive changes in what we do to improve our footprint and to drive efficiency and effectiveness." He added, "As a company we've always had a strong history of trying to leave a positive footprint wherever we compete. We think we need to step that up."

According to the company, the box test -- expected to last six months -- is designed to gain consumer and retailer insights for a possible national rollout.

Kellogg spokeswoman Susanne Norwitz declined to name the design firm enlisted for the new box, for competitive reasons, she said. It's difficult to determine what Kellogg's cost savings might be since the box is only in the test phase, she said.