Cereal promo's a healthy wrap

In May, Kraft Foods, Inc., Tarrytown, NY, shrink wrapped a free booklet, “Balance Your Life,” from Prevention® Magazine to over one million cereal boxes.

Cereals involved are Post® Shredded Wheat Spoon Size, Shredded Wheat ‘N Bran and Honey Nut Shredded Wheat. This is the first time Kraft has packaged a Post cereal promotion via shrink wrap, says a Kraft spokesperson. Last year, this summer promotion was publicized as a mail-in offer to receive a free booklet from Prevention Magazine, which is a source for health and nutrition information. “This year we decided to put the booklet right on the package because we felt it delivered a more impactful, added-value item to the customer,” the spokesperson tells Packworld.com.

A four-color, 3”x2” pressure-sensitive label, designed by the Guild Group (White Plains, NY), was applied to the front side of the 1 lb 4 oz shrink-wrapped box. No changes were made to the current packaging equipment or materials to accommodate the shrink wrap. Kraft would not comment on the packaging equipment, materials and process. The cereals are priced at $2.99.

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