Monday, January 26, 2009

Changing the box

Kellogg announced today a marketing test of new cereal boxes that could change the way we look at cereal in the grocery store. They are launching a six-month test in the Michigan area of boxes that they claim are "more consumer-friendly" and "space-saving". It could also provide new opportunities for shelving configurations in stores.

On the surface this appears to be another one of those packaging "tricks" to squeeze more profit out of cereals. I believe this relatively minor change has the potential to have a much greater effect. And, it could give Kellogg a new place in consumers' minds, at least in the short-term.

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