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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.Learn about packaging innovation at The Packaging Conference in Orlando, February 3-5, 2014
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