Kellogg's Testing a Shorter, Fatter Cereal Box Design

Kellogg's is testing a shorter, fatter cereal box. But unlike some recent package changes that have short-changed consumers, this one doesn't futz with the amount of product inside. Says Advertising Age:

The new packaging contains the same amount of food, but the shorter, fatter design is expected to fit into pantries more easily. Ms. Miller said it will also save grocery-shelf space, allowing retailers to offer a wider variety of products. Since it involves an 8% decrease in materials, the new box design is also stands to burnish Kellogg's green halo.

Detroit will be the test market. The study will last about six months, Kellogg's says, before the company decides whether to roll it out nationwide. [via Doobybrain]

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