Corn Flakes

The company says it is planning a one-off trial of the branded flakes for its Corn Flakes brand.

If it is successful it could be rolled out on its other brands including Special K, Frosties, Crunchy Nut and Bran Flakes.

Kellogg’s lead food technologist, Helen Lyons, says in recent years there has been an increase in the number of own brands trying to capitalise on the popularity of Kellogg’s corn flakes.

“We want shoppers to be under absolutely no illusion that Kellogg’s does not make cereal for anyone else,” she says.

“We’ve established that it is possible to apply a logo or image onto food, now we need to see if there is a way of repeating it on large quantities of our cereal. We’re looking into it.”

Kellogg’s is recruiting its first digital operations manager to drive its online strategy in Europe. It is also looking to appoint a digital planner.