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Malt-O-Meal launches 'Bag The Box' campaign

Cereal maker, with five product families in flexible packaging, uses new Web site to encourage consumers to switch to cereal brands that ‘Bag The Box.’


It takes 345 million pounds of paperboard to make a year's supply of cereal boxes, or the equivalent weight of 734,747 jumbo jets. That’s according to Malt-O-Meal cereal company, which, through its new Bag The Box™ movement, is out to change the way people think about their breakfast choices, and how products, such as cereal in a box, can affect the environment. Malt-O-Meal offers five families of hot and cold cereal brands in resealable flexible packaging.

To kick off the program, Malt-O-Meal, Minneapolis, has launched a Web site and blog where users can view fan-created videos and exchange ideas on sustainable packaging and green initiatives. With the site launch, Malt-O-Meal has also unveiled the new "Think Green" video that showcases why it believes bags are a smarter packaging solution.

For example, Malt-O-Meal says that:

• Each year the U.S. produces 2.3 billion cereal boxes. That's enough paperboard to build not one, but almost three great pyramids.

• The manufacturing plants that make boxes generate as much particle air emissions as 31,000 city buses.

• By not manufacturing cereal boxes, Malt-O-Meal has saved 1.1 trillion BTUs of energy since 2001—enough to light 10 100-watt bulbs for 36,000 years.

• By packaging Malt-O-Meal cereals in resealable bags and eliminating the box, Malt-O-Meal says it has has reduced the amount of packaging that consumers have to dispose of by 75% (as compared to cereals packaged in a box).

"As a company, Malt-O-Meal is always thinking about smarter and more efficient ways to produce great tasting cereal that is affordable, and lessens the impact on the environment," says Malt-O-Meal consumer marketing manager, Linda Fisher. "Consumers already purchase a variety of everyday products that are packaged in bags—so why not cereal? Our Bag The Box movement is all about encouraging consumers to not settle for over-packaged cereal, and to start making simple changes that are better for the earth."

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