Kellogg’s to brand individual Corn Flakes in war on fakes

The company has revealed that it will conduct a trial to test whether laser branding a selection of Corn Flakes in each pack could help protect the Kellogg’s name.

Laser coders will be used in the trial to brand a proportion of the flakes in each pack with the world-famous Kellogg’s signature.

The laser turns the top layer of the Corn Flake brown, but does not affect the taste of the flake.

Kellogg’s has said that if the trial is successful it could be rolled out to Frosties, Special K, Crunchy Nut, Bran Flakes and more of its well-known brands.

Lead food technologist at the company Helen Lyons said: “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.”

The recession has helped Kellogg’s to increase its market share as shoppers with a limited budget have turned to established brands.

According to Kellogg’s 2.8m bowls of Kellogg’s Corn Flakes are eaten in the UK every day.

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