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Kellogg's redefines the concept of 'branding'
Oct 16, 2009 9:38 PM
Kellogg corn flake bowl Remember when Eggland's Best transformed eggs from a henhouse commodity to a designer product by its bold red "EB" insignia on the shells? If you thought that was over the top, read on: Cereal-giant Kellogg's is considering branding each and every Corn Flake that rolls off its assembly line in the United Kingdom with its scripted "Kellogg's" signature to stamp out imitation, or fake flakes, according to the company.

The company this week said that it plans to churn out several trial batches of monogrammed flakes to test the new technology, which involves a complex process that projects a concentrated beam of laser light onto a small spot on each flake.

From there, the company says, mirror galvanometers steer the beam to create multiple vectors that reflect the laser from different angles, ultimately creating the signature image. All that concentrated energy from the laser impart a darker, toasted appearance to the word "Kellogg's," but without affecting the taste, officials insist.

If the new process proves successful, the company says it will consider adding a proportion of branded flakes into each box to spread the message that its Corn Flakes are the real deal. The strategy is designed to reinforce the point that Kellogg's doesn't manufacture store brand cereals. If things go really well, the company might start branding some of its other iconic cereals. There are no plans to introduce branded cereal to the U.S. market, a company spokeswoman from Kellogg's Battle Creek, Mich., headquarters told me.

Kellogg's Corn Flakes, the company's first cereal, dates back to 1906, and consumers across the globe eat more than 128 billion bowls a year. In the UK, home of the largest Corn Flake production plant, it's on nearly 3 million breakfast tables. If your looking for tasty and nutritious alternatives, check our our latest cereals report. - Tod Marks

PS, To those of you who noticed my obvious error, thanks for the alert. Consumers eat 128 billion bowls of Corn Flakes a year, not a day. 


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