From Advertising Age:
Kellogg Co. is introducing new technology in the U.K. that allows it to burn its famous signature onto individual cereal flakes by using lasers.
The technology, which was developed in Britain, is being used in a trial to stamp out imitation cereals -- which Kellogg calls "fake flakes" -- by branding Corn Flakes with the company logo.
Helen Lyons, lead food technologist at Kellogg, said in a statement, "There has been an increase in the number of [private labels] trying to capitalize 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."
Yeah... but it's till just corn flakes! If your corn flakes taste just like your competitors, but they sell theirs at a cheaper price, you've got a problem. There are some things that people just aren't going to pay extra for, and adding expense to your product for additional (unnecessary) branding is a horrible idea. People might pay for a gimmick once, but if it has no bearing on the taste or the quality of the product, they're not going to buy it again.
I can hear Kellogg's market share hitting the floor already.
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