Kellogg's to laser-brand its corn flakes

Kellogg's, which currently produces 67 million boxes of Corn Flakes every year, plans to produce a number trial batches of the branded flakes to test the system. The company is seeking to introduce this method into each box to guarantee the cereal's origins and protect against imitation products. If the preliminary trial with Corn Flakes is proven to be successful among consumers, Kellogg's may incorporate the technology in its other brands like Frosties, Special K, Crunchy Nut and Bran Flakes.

A staggering 128 billion bowls of Kellogg's Corn Flakes are eaten worldwide every year.

The method of engraving the company's famous signature on the corn flakes is rather straightforward. A concentrated beam of light, which focuses the high energy within the beam, is used to make the surface of the flake dark toasted appearance, without changing the taste. Mirror galvanometers then steer the beam creating multiple vectors that reflect the laser from different angles to create an image.

''In recent years there has been an increase in the number of own brands trying to capitalize 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," said Helen Lyons, lead food technologist at the company.

However, the high-tech corn flakes will not be available in Australian supermarkets as Kellogg's Australia announced it has no intention of launching it here.