UK: Kellogg to laser logo onto its flakes
Cereal giant Kellogg has developed a technology to brand its company logo onto individual Corn Flakes.
The method, currently being trialled, will burn the famous signature onto individual flakes using lasers.
Kellogg said today (14 October) that it plans to produce a number of one-off batches to test the system. Bosses will then consider inserting a proportion of branded flakes into each box to "guarantee the cereal's origins and protect against imitation products".
If the system is successful, Kellogg claimed it could be used on its other cereal brands including Frosties, Special K, Crunchy Nut and Bran Flakes.
The cereal maker said it wants shoppers to be "under absolutely no illusion that Kellogg's does not make cereal for anyone else".
Helen Lyons, lead food technologist at the company, said: ''In recent years there has been an increase in the number of own brands trying to capitalise on the popularity of Kellogg's corn flakes.
''We've established that it is possible to apply a logo or image onto food, now we need to see if there is a way of repeating it on large quantities of our cereal. We're looking into it.''
The laser uses a concentrated beam of light, which focuses the energy within the beam, down to a very small spot on the Corn Flake.
The energy density within the laser spot diameter is sufficient enough to give the surface of the flake a "darker, toasted" appearance without changing the taste, Kellogg said.
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