Kellogg Tests New Cereal Box

The Kellogg company is testing a new "space saving" cereal box that AdAge predicts will "redefine the cereal aisle." The box holds the same amount of product and uses 8% less raw materials. This is Kellogg's biggest change to its boxes since the 1950's.

This move is heralded as a new solution to consumer space concerns in the kitchens but - please forgive me for being a skeptic - it sounds like a way to prepare consumers for less product in a new and improved smaller box. In 2007 several companies redesigned their packages and touted environmental benefits to consumers while at the same time cutting product sizes. Kellogg could be taking a two step approach so keep your eyes on the product weight in the snazzy new boxes.