The humble Corn Flake is undergoing space-age laser treatment in an outlandish move by Kellogg's to help combat cereal fakery by own-label rivals.
The cereal giant, which makes 67 million boxes of Corn Flakes every year in the UK, announced this week that it was investing in new laser beam technology to emblazon flakes with the Kellogg's logo.
A "highly concentrated beam of light and complex mirror technology" would burn the Kellogg's logo on to the surface of the flake. The company plans to produce trial batches and will then consider inserting a proportion of branded flakes into each box.
Kellogg's could not comment on when the new-look Corn Flakes would roll out to retail or if it would incur a price hike, although it said the technology would be used on its other cereal brands including Frosties, Special K and Crunchy Nut if the trial proved successful.
Helen Lyons, lead food technologist at the company, said the project would highlight the fact that Kellogg's makes cereals only for itself and not supermarket own label.
"In recent years there has been an increase in the number of own brands trying to capitalise on the popularity of Corn Flakes," she said. "We want shoppers to be under absolutely no illusion that Kellogg's does not make cereal for anyone else. We're constantly looking at new ways to reaffirm this and giving Corn Flakes an official stamp of approval could be the answer."
The cereal giant, which makes 67 million boxes of Corn Flakes every year in the UK, announced this week that it was investing in new laser beam technology to emblazon flakes with the Kellogg's logo.
A "highly concentrated beam of light and complex mirror technology" would burn the Kellogg's logo on to the surface of the flake. The company plans to produce trial batches and will then consider inserting a proportion of branded flakes into each box.
Kellogg's could not comment on when the new-look Corn Flakes would roll out to retail or if it would incur a price hike, although it said the technology would be used on its other cereal brands including Frosties, Special K and Crunchy Nut if the trial proved successful.
Helen Lyons, lead food technologist at the company, said the project would highlight the fact that Kellogg's makes cereals only for itself and not supermarket own label.
"In recent years there has been an increase in the number of own brands trying to capitalise on the popularity of Corn Flakes," she said. "We want shoppers to be under absolutely no illusion that Kellogg's does not make cereal for anyone else. We're constantly looking at new ways to reaffirm this and giving Corn Flakes an official stamp of approval could be the answer."
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