Kellogg's embarked on the project to reinforce that they don't make cereals for any other companies and to fire a shot across the bows of makers of 'fake flakes'.
Helen Lyons, lead food technologist at the company, said: 'In recent years there has been an increase in the number of own brands trying to capitalise 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.via
