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Kellogg's laser branding cornflakes

Chef Caro wonders if this will actually happen.

by: Caro de Waal: Food24 | 21 Oct 2009

Kellogg's has published an online press release about this seemingly far-fetched product branding technique.

They have developed a hi-tech method to stamp out imitation cereals, by branding their flagship product, corn flakes with the company logo.

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.

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.'

'We're constantly looking at new ways to reaffirm this and giving our golden flakes of corn an official stamp of approval could be the answer.'

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.

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.

I am quite bewildered at the thought of eating baby Kellogg's logos.

Is this foodie madness or just business savvy marketing?

- None


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