The Kellogg’s company is introducing a new cereal box that will cut packaging by 8 percent and save shelf space, according to the company.
The new box is embracing depth over height, which will save up to 5 percent of the space on grocery shelves. Another reason for the redesign were the numerous complaints from Kellogg’s customers that the tall boxes were too difficult to fit in cupboards.
“The new compact packaging also allows for more efficient use of retailer space and enables retailers to offer a wider variety of products,” says Kim Miller, vice president, Morning Foods Marketing, Kellogg Co.
Although the new boxes will use less paperboard, they will not contain less cereal. They will be tested in Detroit Wal-Mart and Kroger stores for the next six months before discussion of a national roll-out.
Paperboard, the material used for cereal boxes, has already seen a reduction in recycling value because of less demand from manufacturers.
Earth911.com found in a recent poll that 36 percent of respondents recycle for financial reasons, and recycling values are determined by the weight of materials that are brought in.
Kellogg’s announcement comes at a time when many companies are seeing the inherent value of revamping their packages to save money on materials and shipping and also in response to consumer’s environmental concerns.