To cut packaging,Kellogg tests shorter cereal box

摘要

Kellogg this week began testing a shorter cereal box that uses 8% less packaging material and covers less shelf space even though the amount of cereal in the box remains unchanged.The test,run in stores in the Detroit area,lasts six months - and could mark the most significant innovation in cereal boxes since the 1950s,the company said.If workable and Kellogg moved all its boxes to the shorter size,its consumption of coated recycled board(CRB)- the chief paperboard used by US cereal makers - would decline by an estimated 18,000 to 20,000 tons/yr or roughly 1% of annual North American CRB capacity.