Xtreme Branding: Kellogg’s Plan is Flaky
Patricia | Oct. 15, 2009

corn-flakesThe prize for a news story you’d swear was fake is a report that cereal maker Kellogg’s is testing a system to apply its logo to individual corn flakes in the United Kingdom. In announcing the program on its UK Twitter stream, the company said, “Now you’ll always be able to tell your Corn Flakes from corn fakes.”


Kellogg’s was evidently so concerned about store-brand cereal sales that it began developing laser technology to brand the flakes without altering the taste, and somehow, not break them into bits. It will then insert some percentage of branded flakes in with the plain ones so the British cereal eater will always know they are getting that special Kellogg’s goodness.

‘In recent years, there has been an increase in the number of own brands trying to capitalise on the popularity of Kellogg’s corn flakes,’ said Helen Lyons, lead food technologist at the company.

‘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 our golden flakes of corn an official stamp of approval could be the answer.’

If it works well, the company plans to brand its other flake cererals, including Frosted Flakes and Special K. No word yet on when Rice Krispies will get the treatment.

Comments are closed.