Kellogg is changing the shape of its iconic Corn Flakes box for the first time in the brand’s 97-year history.
Rolling out next week, fans of the sunshine brand will have to get used to seeing a re-closable pack with a pointed top instead of the usual oblong shape.
It is the cereal’s second packaging innovation in 10 months but the most radical yet and follows the arrival of foil inner bags last March.
That move was part of an “eight-digit” relaunch bid to return Corn Flakes to the top of the cereals charts after its mantle was stolen by Weetabix for the first time at the end of 2002.
Packaging is increasingly being viewed as the next big battleground in cereals.
Rolling out now, the new Corn Flakes K-Lock seal allows consumers to re-close the carton once the bag has been opened and is said to keep the flakes crispier for longer. Support will come in the form of a new TV commercial, outdoor advertising and instore activity.
Recent sales figures show Corn Flakes still has some way to go to recapture its crown as the nation’s favourite cereal with the brand’s sales slipping further behind its arch rival last year.
The Grocer’s Top Product Survey (December 13, 2003, p55) showed sales continued to fall in the year to October 2003, down to £74.3m.
Rolling out next week, fans of the sunshine brand will have to get used to seeing a re-closable pack with a pointed top instead of the usual oblong shape.
It is the cereal’s second packaging innovation in 10 months but the most radical yet and follows the arrival of foil inner bags last March.
That move was part of an “eight-digit” relaunch bid to return Corn Flakes to the top of the cereals charts after its mantle was stolen by Weetabix for the first time at the end of 2002.
Packaging is increasingly being viewed as the next big battleground in cereals.
Rolling out now, the new Corn Flakes K-Lock seal allows consumers to re-close the carton once the bag has been opened and is said to keep the flakes crispier for longer. Support will come in the form of a new TV commercial, outdoor advertising and instore activity.
Recent sales figures show Corn Flakes still has some way to go to recapture its crown as the nation’s favourite cereal with the brand’s sales slipping further behind its arch rival last year.
The Grocer’s Top Product Survey (December 13, 2003, p55) showed sales continued to fall in the year to October 2003, down to £74.3m.
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