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Radical Kellogg’s redesign "would work in Australia"

cornflakesKellogg’s is experimenting with a radical packaging redesign for its cereals range, with deeper, fatter boxes.

The move is part of a plan to get the product into households that struggle to fit the current, tall box in kitchen cupboards.

Although the trial – the most radical repackaging of the product in half a century –  is taking place in the US, Steve Tindall, director of Sydney-based Maxus Retail told Mumbrella it would “almost defintiely” be successful in Australia.  

He said: “It’s the sort of product that has a heavy housewife-with-kids skew. While something like this might not sound like a big deal to you and me, an enormous amount of money is spent on getting packaging right, and there is far more to it than meets the eye. This is big, big business.”

“It’s the sort of product that if it simply doesn’t fit on the shelf, then it won’t get the consideration.”

But he also warned that it was the sort of innovation that could only be introduced after detailed negotiations with the likes of Woolworths and Coles. The major supermarkets make decisions about the value they get from every square inch of the store, and if the shorter box leaves to unused space above it on the store shelves, there would be no business case for it. He said: “They would look on it as wasted space.”

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