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New charm for cereal cartons

Minneapolis, MN-based General Mills Co. hopes an innovative color coating process will shed a new hue on the old subject of back panels of cereal cartons.

Pw 25425 Min Mn Gen Mil 13

Current back panels of Lucky Charms® cereal present a puzzle printed with this coating. To solve the puzzle, kids must expose the box to sunlight or hold it under a UV light. Answers appear on the carton within seven seconds. In the photo shown here, the exposed answers are on the carton on the left. "It's something to entice the kids," says Barry Wegener, marketing communications manager at General Mills. The Lucky Charms carton marks one of the first uses of Waldorf's (St. Paul, MN) Chamelacolor(TM) Graphic Enhancement System. "It's a cross between an ink and a coating," says a Waldorf spokesperson. "We've only been able to do it in a screen printing process to date, but now we've formulated it for all of our printing processes." The proprietary coating is applied in-line, as the sixth color in a web-fed offset process, on a 22-pt recycled clay-coated newsback. Two of Lucky Charms' three sizes feature Chamelacolors. General Mills declined to comment on further use of Chamelacolors in cereal cartons.

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