Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.

Kellogg cereal in linerless gabletop carton

In recent years, cereal marketers have turned to flexible pouches and bags to differentiate their products from traditional bag-in-box offerings. Kellogg, however, took a different tack in introducing Special K Plus(TM).

Pw 20017 Inrecyeacer 9

To emphasize this new cereal's high calcium content, the Battle Creek, MI, firm opted for a linerless gabletop carton that resembles the package most commonly associated with high-calcium-content products: a milk carton.

Dominated by a white background with the brand's Special K Plus logo, the pack opens and recloses like a standard milk carton. The cereal carton is supplied by International Paper (Purchase, NY). The pack also includes an unusual plastic slide device that rides the top ridge of the gabletop. The plastic slide provides an additional level of reclosability.

Meghan Parkhurst, senior manager of communications, won't reveal material information nor details on the economics of the new container. But she does tell Packaging World that new equipment was added at the company's Memphis, TN, plant to package the 15-oz product. The product line addition aims at providing women with calcium, iron and other nutrients. Available nationwide at supermarkets and retail stores, Special K Plus sells for $3.79, the same as the BIB version. It also achieves the same six-month shelf life.

Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
Take me there
Conveying Innovations Report
Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
Download Now
Annual Outlook Report: Sustainability