21st-Century Corporate Food Research

In a world where hunger plagues a billion people and child under-nutrition kills 5 million infants and toddlers every year, what kind of breakthroughs are the corporate capitalists working on?

This kind:


LONDON (AdAge.com) — 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.

Helen Lyons, lead food technologist at Kellogg, said in a statement, “There has been an increase in the number of [private labels] 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. We’re constantly looking at new ways to reaffirm this, and giving our golden flakes of corn an official stamp of approval could be the answer.”

Ms. Lyons added, “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.”

Appetizing system, ain’t it?