# Brand-Etched Breakfasts Kelloggs Fires Lasers Across Bowls to Thwart Fake Flakes By Katie Cordrey | Published 2009-10-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kelloggs-corn-flakes-branding References: [dailymail](http://www.dailymail.co.uk/sciencetech/article-1220135/Kelloggs-plan-use-laser-burn-logo-individual-corn-flakes-stamp-fakes.html) & [www2.kelloggs](http://www2.kelloggs.com/) In an effort to thwart [cereal criminals](https://www.trendhunter.com/trends/the-real-cereal-company) 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](https://www.trendhunter.com/trends/corn-flakes-cereal) eaten in the UK each year is a huge task for the company whose cereal was the first to land on the Moon. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 25% | Activity: 31% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Laser Branding:** Using laser technology to brand individual flakes offers a disruptive innovation opportunity to prevent counterfeit cereal products. - **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. - **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. ### Sectors Adopting This - **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. - **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. - **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. ## Related on Trend Hunter - [Blueish Film-Inspired Cereals](https://www.trendhunter.com/trends/pandora-flakes-cereal.md) - [Patriotic British Cereal Packaging](https://www.trendhunter.com/trends/shredded-wheat.md) - [High-Tech Packaging Upgrades](https://www.trendhunter.com/trends/ddtags.md) - [Hybrid Cereal Snack Squares](https://www.trendhunter.com/trends/rice-krispies-squares-corn-flakes.md) - [No-Nonsense Cereal Campaigns](https://www.trendhunter.com/trends/shreddie-for-anything.md) - [Instant Cereal Bowls](https://www.trendhunter.com/trends/instabowls.md) - [Ice Cream Milkshake Cereals](https://www.trendhunter.com/trends/frosted-flakes-cookies-creme-milkshake.md) - [Instant To-Go Cereal Cups](https://www.trendhunter.com/trends/kelloggs-instabowls.md) - [Immersive Cereal Cities](https://www.trendhunter.com/trends/kelloggs-town.md)