Kellogg’s Fights Private Brands With Tattoo’s

This picture was posted by Kellogg's on Twitter announcing the test.
This picture was posted by Kellogg's on Twitter announcing the test.

In what is either the bizarre truth or an elaborate hoax, Kellogg’s in England announced on Twitter that it is testing a laser that would brand corn flakes with the Kellogg’s logo. The following article from the English daily “The Telegraph” shows the lengths to which the CPG will go to in order to combat Private Brands.

Kellogg’s to laser-brand individual Corn Flakes

The new technology enables the firm – which makes 67 million boxes of Corn Flakes every year – to burn the famous signature onto individual flakes using lasers.

Kellogg’s plans to produce a number of one-off trial batches of the branded flakes to test the system.

Bosses will then consider inserting a proportion of branded flakes into each box to guarantee the cereal’s origins and protect against imitation products.

If the system is successful it could be used on Kellogg’s other best-loved brands including Frosties, Special K, Crunchy Nut and Bran Flakes.

The laser uses a concentrated beam of light, which focuses the energy within the beam, down to a very small spot on the Corn Flake.

Mirror galvanometers are then used to steer the beam creating multiple vectors that reflect the laser from different angles and ultimately make up the image.

The energy density within the laser spot diameter is sufficient enough to give the surface of the flake a darker, toasted appearance without changing the taste.

Kellogg’s embarked on the project to reinforce that they don’t make cereals for any other companies and to fire a shot across the bows of makers of ‘fake flakes’.

Yesterday Helen Lyons, lead food technologist at the company, said: ”In recent years there has been an increase in the number of own brands trying to capitalise on the popularity of Kellogg’s corn flakes.

”We want shoppers to be under absolutely no illusion that Kellogg’s does not make cereal for anyone else.

Read the entire story.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.