US: Kellogg tests smaller box size
US cereal giant Kellogg has begun a trial of new smaller box sizes in its domestic market.
Kellogg said yesterday (26 January) the boxes use 8% less packaging material but contain the same amount of food.
The company said that the compact boxes are more convenient for both retailers and consumers while also being more environmentally friendly.
"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 Kim Miller, vice president of morning foods marketing.
"The new test boxes will contain the same amount of the food people love and will fit more easily into consumers' pantries," Miller said. "The new compact packaging also allows for more efficient use of retailer space and enables retailers to offer a wider variety of products."
The trial will run for six months in the Detroit area before being considered for national rollout.
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