Kellogg’s trials stamping logo on individual corn flakes

Kellogg’s has developed technology to stamp its logo on individual corn flakes in a bid to counter imitation cereals.

Corn Flakes

The company says it is planning a one-off trial of the branded flakes for its Corn Flakes brand.

If it is successful it could be rolled out on its other brands including Special K, Frosties, Crunchy Nut and Bran Flakes.

Kellogg’s lead food technologist, Helen Lyons, says 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.

“We want shoppers to be under absolutely no illusion that Kellogg’s does not make cereal for anyone else,” she says.

“We’ve established that it is possible to apply a logo or image onto food, now we need to see if there is a way of repeating it on large quantities of our cereal. We’re looking into it.”

Kellogg’s is recruiting its first digital operations manager to drive its online strategy in Europe. It is also looking to appoint a digital planner.

Readers' comments (13)

  • My first initial thoughts on this is - does this mean the customer will end up paying more for the product and personally I wouldn't want to eat a cornflake that had the brand somehow imprinted on it.

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  • Branding gone crazy, surely?!

    Yes I understand the desire to show the differentiation between Kelloggs and own brands products however branding each single flake with branding appears to me as over the top and slightly insecure. Will consumers see this laser technique as what they pay extra money for over cheaper alternatives? I feel the quality and taste of Kelloggs should be promoted more than branding as consumers will start to question whether the only difference between the products and the price is too many logos in a bowl. Also, I am sure Kelloggs will test this but how will this affect the taste if a percentage of each flake is basically burnt?

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  • Surely consumers know they are not buying Kellogg's when they buy an imitation cereal, they just prefer the lower price and not-too-disimilar taste!

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  • "...Kellogg’s has developed technology to stamp its logo on individual corn flakes in a bid to counter imitation cereals..."

    Is there a pirate, immitation product named Kolleg's cornflakes that I'm unaware of? I fiond the boxes pretty easy to distinghuish personally.

    I'm failing to grasp (outside of a novelty gimmick) how a logo stamp is in synch with public mood during a recession, better differentiates the brand, or will go on to improve sales. Smacks of desperation too.

    Cost, taste and texture are the ways to differentiate, no? Especially in a more "adult" cereal that isn't known for cartoon characters, toys and / or sugar content.

    If Kellogg's are failing to differentiate on the actual qualities of the product, then they're in real trouble and fair play to own label products offering viable alternatives at a more affordable price (no, I don't work for a supermarket!)

    There's something horribly manufactured, plasticy and false about logos on cereal.

    How much will this increase the cost of the product, or dent margins?

    Have some balls and try taste tests. I'm not sure better packaging is enough in a commodity market.

    Are people thinking "cornflakes are just cornflakes"? If so, Kellogg's has a lot to do to convince them otherwise.

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  • When I heard this story my first thought was - got to get a box of that stuff and see what it looks like. Perhaps I'm a conspiracy theorist but is this a way of getting purchasers of other flakes made of corn to come back to the fold and buy some Cornflakes?

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  • I think this is genius and brilliant. This is a way for Kellogs to consolidate and create a greater brand awareness for its products. With this technology, Consumers can absolutely be sure of buying Kellogg's cornflakes as opposed to buying cheap alternatives trying to gain from Kellogs brand identity.
    It should be stated that there are other ways and methods through which Kelloggs can achieve the prevention of imitation kelloggs cereals.
    Good work I hope it is accepted well.

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  • I heard the other day that 'Evian' have started a trial on this same technology. Basically when you pour their water into a glass it spells out 'Evian' before it settles...bottles will retail at around £2725,95 each. Lets hope it works better than when Coke-Cola try hand delivering every bottle of Coke by a 7ft White polar bear to match their brand!!!!

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  • They've just released - it's all a scam. They aren't really doing this, just a PR stunt to get people talking about them and highlight the story that they don't do private label products without actually investing in the technology.

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  • Thanks very much for your comment. To clarify, I've just called Kellogg's UK and they have categorically denied that this is a PR stunt. The communications director has told me that the technology has already been trialled in Canada on its Pop Tarts brand. So, it is in fact planning a trial on its Corn Flakes brand after which, depending on its success, it may or may not be rolled out across its other cereal brands.

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  • I think this is a waste of time, people don't buy alternatives because they accidentally thought they were picking up Kellogg's. They know its not Kellogg's, they simply buy it because it is cheaper and accept they will sacrifice the flavour. The fact that many discount brands actually taste as good as the 'real thing' just points out to most that the original was over-priced. Adding on the cost of lasering logos will only prove this point!

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