Blog: Dean BestThere is logic to Kellogg's would-be lasers

Dean Best | 14 October 2009

Kellogg's proposed use of lasers to - literally - brand its cornflakes with the company's logo is somewhat bizarre. But there is some kind of logic to Kellogg's would-be lasers.

The cereal giant said today (14 October) that it would test a batch before putting the system into wider practice but the move - if it reaches the market - would mean another battle in the war between brands and own label.

Kellogg claimed the lasering would "guarantee the cereal's origins and protect against imitation products" - and we are not talking about counterfeir products here.

Helen Lyons, lead food technologist at the company, spelt it out when she pointed to "an increase in the number of own brands trying to capitalise on the popularity of Kellogg's corn flakes".

Big brand-owners like Kellogg have been able to still invest in advertising and NPD throughout the recession so the company is not down to its last corn flake just yet.

That said, all brands have been in the firing line from some serious investment in own label from retailers - think Tesco's Discounter brands, Asda's stock 'rationalisation' and Sainsbury's Switch & Save campaign - into which it breathed fresh life just a couple of weeks ago.

A year ago, Kellogg used the signature of its founder - W.K. Kellogg - in brand campaign.

Whether Kellogg really does use the lasers remains to be seen but, although the weapon would be hi-tech, the target would remain the same.


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