Kellogg’s tests space-saving packs

The company said the packs hold the same amount of food but use 8% less packaging material.

Kim Miller, vice president of morning foods marketing at Kellogg’s, said: “The test boxes will contain the same amount of food people love and will fit more easily into customers’ pantries. The compact packaging also allows for more efficient use of retailer space and enables retailers to offer a wider variety of products.”

“Metrics for evaluating the success include consumer acceptance, retailer feedback and expected internal efficiencies,” added Miller.

Kellogg brands include Rice Krispies, Special K, All-Bran, Nutri-Grain and Pop-Tarts. It had sales of nearly $12bn in 2007.