Kellogg’s has developed a hi-tech approach to combating imitation Corn Flakes. The cereal company, one of the most established brands in the industry, is in the process of doing a trail run of laser-etched Corn Flakes. The new process laser-etches the Kellogg’s logo onto Corn Flakes and according to Kellogg’s the process does not alter the composition or flavour of the flakes in any way.
The process is still under testing and if it proves successful it will be implemented across a number of the company’s products. Helen Lyons, lead food technologist at the Kellogg’s, 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've established that it is possible to apply a logo or image onto food, now we need to see if there is a way of repeating it on large quantities of our cereal. We're looking into it.''
Michael Reed
