In an effort to thwart cereal criminals who would engage in identity theft in order to sell fake flakes, Kelloggs has embarked upon a Corn Flake branding effort in the UK.

If all goes according to plan, tiny laser technology will be used to burn the famous signature onto individual flakes. A percentage of branded flakes will be part of every box as a way for consumers to verify that they’re eating the real thing.

Since the flakes are in sealed boxes, it’s a bit of a mystery how a consumer can benefit until after a fake flake purchase is complete and what action is expected upon discovery of cereal deception. Nevertheless, branding the individual flakes for the nearly 1 billion bowls of Kelloggs Corn Flakes eaten in the UK each year is a huge task for the company whose cereal was the first to land on the Moon.