The Changing Shape of Breakfast Cereal
By Bernice Hurst,
Contributing Editor, RetailWire
are up in arms about a new breakfast trend. Plans are afoot from retailers
and manufacturers, including Sainsbury’s and Kellogg, to ditch cereal
boxes and offer one of the world’s favorite morning traditions in BAGS!!!
in The Express,
opined, “Breakfast will never be the same again…cereal boxes were decorated
with all sorts of comforting characters who cheered you up first thing
in the morning before setting off for school or work.” Her argument is
based not only on cheerfulness but prizes hidden in the box; its versatility
for arts and crafts; cut-out games, quizzes and masks; collectibles and
in The Daily Mail warned
that it could “turn your breakfast to dust.” While admitting that the change
would reduce packaging by up to a third, she expressed customers’ concerns
that the bags would be too flimsy to protect the cereal.
The two journalists
were scathing about the “green” effect on their readers’ breakfasts and
the relative importance of reducing packaging as opposed to sacrificing
Sainsbury’s head of packaging, is quoted, however, saying that “customers
asked us why they (cereals) need to be in a box as well as a bag when you
can just print all the information on the bag.”
One of Kellogg’s
spokespeople explained that, while they are considering possibilities, “We
know our consumers buy Kellogg’s for the quality and we need to ensure
that we can provide the same quality of product (i.e. not dusty, broken
The more sober Daily
at things a little less hysterically and more broadly, reporting that Sainsbury’s
asked over 1000 customers which products they considered the worst in packaging
terms before making their decisions. The chain already sells some of its
milk in plastic bags and is now devising alternative seals and wraps for
baskets of soft fruit. This could save up to 330 tons of plastic each year
just on strawberries, the Telegraph said.
questions: Do you think cereal packaging should shift to bags for environmental
reasons? Will retailers face display problems if cereal boxes disappear?
How do you think consumers will respond?
commentary] What is clear is that when it comes to cereal boxes, familiarity
seems to breed anything but contempt. But it does raise the question of
what price we are willing to pay for environment over (emotional) comfort.
- Sainsbury’s to scrap cereal
boxes – Daily Telegraph
- Bags to replace boxes in great cereal shake-up… but will it turn your
breakfast to dust? – Daily Mail
- MORNING RITUAL: Bowl of
cereal – Express