Oct 15, 2009
Not Making This Up
Kellogg Co. is introducing new technology in the U.K. that allows it to burn its famous signature onto individual cereal flakes by using lasers.
The technology, which was developed in Britain, is being used in a trial to stamp out imitation cereals — which Kellogg calls “fake flakes” — by branding Corn Flakes with the company logo.
“Kellogg Fights Corn Flakes Knockoffs in the U.K. — With Lasers,” Ad Age, October 14, 2009
Not only does this sound desperate and unappetizing, it’s also a tacit admission that the “fake flakes” are pretty good. Only a logo can differentiate them.