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A Better Box
Private-label goods in the United States are making significant gains against national brands during the economic recession. But brand marketers are fighting back through product innovation. Take, for example, the cereal category. Kellogg Co., Battle Creek, Mich., is test marketing a new cereal carton that is shorter than traditional boxes. The new packaging is designed to better meet consumers' desire for more space in their pantries. In addition to helping consumers save space at home, the new boxes being tested also could aid retailers in providing more varieties of products for consumers.
"The new test boxes will contain the same amount of the food people love and will fit more easily into consumers' pantries," said Kim Miller, Vice President, Morning Foods Marketing, Kellogg Co. "The new compact packaging also allows for more efficient use of retailer space and enables retailers to offer a wider variety of products." It has an additional benefit—the new carton uses about 8% less packaging material.Flavor Plus Function
Indulgent Granola Bars
Quaker Oats, Chicago, Ill., is raising the bar in snacks with its launch of Quaker True Delights Granola Bars. Each bar is made with whole grain oats and delivers 3 g of fiber, 140 calories, and 0 g trans fat. Made with only premium ingredients, True Delights are indulgent combinations of real fruit, whole nuts, and dark chocolate, mixed into honey-drizzled oats. Three flavors take granola bars to a new level with gourmet appeal. Varieties include Toasted Coconut Banana Macadamia Nut, Dark Chocolate Raspberry Almond, and Honey Roasted Cashew Mixed Berry. Quaker Oats is the first consumer packaged goods company to partner with Foodbuzz, the original online community devoted exclusively to food and dining. Through this partnership, Quaker will be able to create engaging community experiences—blogging, recipe contests, and product sampling—for food lovers around True Delights.