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Those long and lean cereal boxes we've all grown accustomed to might soon be a thing of the past. Advertising Age reports that Kellogg's is testing a new "space-saving" cereal box design that will still give us 12 oz. of crunchy breakfast, but come in a much shorter and fatter box. They think this new design will fit more easily in pantries and on shelves.What is most interesting, however, is how they're talking about the change, citing improvements to their "footprint," as well as "efficiency and effectiveness." Sounds like using environmental terms in shifty ways to me. What footprint are they speaking of? The space a box takes up in your kitchen? Methinks that hurdle has already been passed. I mean, we've had the same shape for eons.
Tropicana, Corn Flakes ... breakfast will never be the same! What do you think of their new boxy scheme?
[via Serious Eats]
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1-28-2009 @4:41PM Meryl Bennan said... Those tall skinny cereal boxes really are the outliers of the packaged foods. Not sure how well they'll pour though. Whatever gets people talking I suppose.
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1-28-2009 @4:41PM Bernie B said... I welcome the shorter box as it may be easier to store in shelves instead of monopolizing the top of my Fridge.
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1-28-2009 @5:26PM KF said... I'd welcome the box change. I use a unique shelving system and the traditional boxes never fit. Annoys the heck out of me.
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1-28-2009 @5:27PM Christian said... "Sounds like using environmental terms in shifty ways to me"
Well it's a little shifty (of course it is, it's marketing), but the boxes do use 8% less material. So, you know, green. Yay.
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1-28-2009 @6:58PM Michael Schmitt said... One of the biggest drivers for environmental impact/sustainibility for us in the food industry is our customer demanding us to "go green" with their initiatives.
I work in the dairy industry and we are doing a lot in terms of packaging changes, waste reduction at the plant level, and environmental impact reduction at the farm level. Many of these things were done as cost savings to the company, so it is good to see that our customers are demanding it of us for reasons other than cost.
And 8% reduction is nothing to sneeze at. Multiply that by the amount one sells through a Costco or a Walmart, and you have significant savings...
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1-28-2009 @8:30PM Sasha said... kinda like the Heineken keg. I wonder if that sold well.
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1-28-2009 @10:17PM jehan said... Why not accept "footprint" for it's accepted definition: "The surface space occupied by a structure or device" (Number 2 at thefreedictoinary.com). Footprint has been used in trades for ages to describe the space that a device occupies in a 2-d space the surface of the device that touches the floor). It's been picked up, more recently by business to describe the same, but in a more general sense. Finally, environmentalists applied it conceptually to our lasting impression on our planet.
Let's not get into "efficiency" and "effectiveness." They're both perfectly at home in this sense. There's no reason to be concerned. Words did exist in the lexicon before they were buzzwords.
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1-29-2009 @12:11PM LinC said... As someone whose cabinets are always chock full, I do not welcome a wider box. It's just not gonna fit. It's cereal with a larger butt (like me in my middle age).
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1-29-2009 @2:10PM Stephanie said... I just wish the cereal industry would standardize a little bit more. Putting the cereal in the pantry is too much like putting together a puzzle!
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