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.
Brand-Etched Breakfasts
Kelloggs Fires Lasers Across Bowls to Thwart Fake Flakes
Trend Themes
1. Laser Branding - Using laser technology to brand individual flakes offers a disruptive innovation opportunity to prevent counterfeit cereal products.
2. Product Verification - Including a percentage of branded flakes in every box allows consumers to verify the authenticity of their cereal, creating a potential disruptive innovation opportunity for enhancing trust in the food industry.
3. Anti-counterfeiting Measures - Kelloggs' efforts to deter cereal criminals through branding individual flakes demonstrate a disruptive innovation opportunity to address counterfeit products in the food manufacturing sector.
Industry Implications
1. Food Manufacturing - The use of laser branding and product verification in the cereal industry presents a disruptive innovation opportunity for companies to enhance consumer trust and tackle counterfeiting.
2. Packaging and Labeling - The implementation of laser branding technology on individual flakes opens up a disruptive innovation opportunity for companies in the packaging and labeling industry to offer anti-counterfeiting solutions.
3. Food Safety and Security - Developing and implementing effective anti-counterfeiting measures like individual flake branding can be a disruptive innovation opportunity for companies in the food safety and security industry.