Ready-to-eat (RTE) cereal in the U.S. is a $7.7 billion business. The top three players share nearly 75% of the market, but private label continues to gain. And the reason isn’t just lower price. Packaging now provides a point of differentiation and, possibly, preference.
Target’s reclosable canister for its Archer Farms brand is shaking up the RTE cereal market, which has been firmly entrenched in bag-in-box for decades. Target touts the foil-sealed package as a “bag-free container.” The easy-flow spout with snap-shut reclosable lid controls dispensing and helps maintain freshness. Introduced in April 2008, the oblong-shaped paperboard canister measures 10 inches tall by 2.5 inches deep for convenient storage in consumers’ pantries. Available in 18 flavors priced from $3.49 to $3.99, the canister holds from 10.5 to 25.75 ounces of product, depending on the variety.