[10]In late January, Battle Creek, MI-based Kellogg Co. announced it was embarking on a six-month test in Detroit of a space-saving box that it says offers the same amount of food, but with less packaging. The test, says a company press release, “marks the most significant innovation in cereal boxes since the 1950s.” The test will determine consumer and retailer input for a potential U.S. rollout.

“The new test boxes will fit more easily into consumers’ pantries, and the new compact packaging also allows for more efficient use of retail space and enables retailers to offer a wider variety of products,” says Kim Miller, vice president, Morning Foods Marketing, Kellogg Co. “The test of this new space-saving packaging is part of our ongoing commitment to identify solutions that help us meet the needs of our retail partners and consumers.”

The press release says the test box “could also help protect and preserve natural resources by using an average of eight-percent less packaging material per cereal box.”