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Article | April 30, 2004
Kellogg's tests portable cereal
Talk about dashboard dining. Kellogg’s Drink’N Crunch! portable cereal is packaged in a tapered cup that snaps onto the rim of an outer tapered cup for on-the-go consumption.
After removing a plastic overcap the consumer unsnaps the inner cup that holds just more than 1 oz of dry cereal. He or she then pours milk up to a fill line in the outer cup before snapping the cereal cup back into place. The consumer peels back the foil-based lidding. A form-fitting ergonomically designed mouthpiece permits the consumer to tip the tapered cup so that the dry cereal rolls into the mouth while milk flows from a sip hole preventing soggy cereal. Kellogg’s enlisted Metaphase Design Group for package design. Package graphics tout Drink’N Crunch! as "the ultimate portable cereal" that never causes a mess. While Battle Creek MI-based Kellogg’s wouldn’t discuss the packaging it has tested Drink’N Crunch! in different markets. It’s available in different varieties such as Froot Loops and Tony’s Frosted Crunch.
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