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Revolution hits the cereal aisle

February 01, 2009|Times wire reports

Kellogg Co. said it was conducting a six-month test in Detroit of new cereal boxes that are shorter and deeper than traditional boxes.

Kellogg said the new size is the most significant innovation in cereal boxes since the 1950s. The tests affect the majority of Kellogg's branded cereals, including Frosted Flakes, Corn Flakes and Special K.

The new boxes use about 8% less packaging material per box. The company made the change to address consumers' concerns that the taller, thinner boxes now used don't fit well in kitchen cupboards, said John Ferro, Kellogg's director of commercialization.

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