Kellogg introduces Corn Flakes and Bran Flakes cereal in Nampak flexible quad seal bags in South African market; stand-up bags eliminate need for box, use less material than bag-in-box style packaging

Elyse Blye

JOHANNESBURG , April 2, 2014 (press release) – Innovation and speed to market gives Nampak Flexible, Africa’s leading flexible packaging company, the competitive edge. Never was this more true than when Kellogg’s, the giant USA breakfast cereal company decided to introduce cereal in flexible quad seal bags. This move has seen South Africa’s favourite cereal gain new business, dominate market and maintain their position as market share leaders. The introduction of cereal into the Quad Seal Bag (QSB) has been a joint initiative from Kellogg’s and Nampak Flexible.

Nampak Flexible an ISO, OHSAS and BRC certified packaging supplier, offered Kellogg’s a total integrated solution that suited the needs of Kellogg’s and met consumer demands. Nampak supplies the laminated reel-fed material to the customers’ automatic form-fill-seal machines where fillers form a reel into the bag, fill the formed bag with product and seal it closed. This material can be printed in full-colour flexographic or roto gravure to provide maximum on-shelf appeal.

Kellogg’s has taken two signature brands Corn Flakes and Bran Flakes into QSB and are looking to launch other brands in the same packaging. The QSB is designed to offer better functionality and dynamic, eye-catching packaging for products in-store. The QSB format gives a square box type appearance and allows products to stand up on shelf for excellent point-of-sale appeal and stands rigid to prevent the product being crushed.

Additionally, four surface areas offer a larger communication surface, with the square shape of the bag providing excellent space utilization for retailers. The pack has enhanced high colour, metalized laminate on-pack branding, which due to the stand-up feature and flat ‘fold over bottom’ provides superior in-store merchandising and branding that is visible no matter which way the retailer stacks the bags.

The stand-up bag eliminates the need for the box and uses less material than the bag-in-box style, resulting in less waste and ensuring that consumers have access to key nutrition information that previously appeared only on the box which would be discarded after decanting. The packs are easy to hold and the desired amount of product can be poured out of the bag.

For brand owners, these packs offer another major advantage – bags no longer need to be removed from a box to be decanted into household containers, but can be stored in their original packaging – keeping the brand alive throughout the pack’s life.

The trend toward flexibles includes the move towards more affordable and convenient packaging. Easy opening, storage and re-sealability are key convenience drivers. Flexible is the future of packaging. The choices in flexible packaging are endless. A wide range of films and filling machines, caps and closures offer more opportunity for differentiation.

Now, brands come to life through a multi-faceted experience that involves shape, size and colour. As well as all the choices available the Flexible Packaging Association reports that flexible packaging is effective in protecting our foods while reducing waste, energy use and greenhouse gas emissions making it a more costs effective form of packing while reducing packaging’s environmental footprint.

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