Depth: to cut down on time spent stocking shelves, retailers like boxes to be narrow enough that the entire case of cereal can fit on the shelf behind one package or “facing”.Most retailers prefer to use five shelves while making sure the top shelf isn’t too high to see or difficult to reach. Height: The distance between shelves from top to bottom is pretty standard.Retailers have to balance how many large, medium, or small boxes they can display, to offer the best selection for shoppers, leaving manufacturers to consider how to make a variety of their packages fit side by side in a four foot space. Width: Most grocery store aisles are made up of a series of four foot wide shelves.The width, height, and depth of a cereal box are largely determined by these stocking needs: Retailers determine what they will accept partially based on what will fit on the shelves in their store. Retailer needs: the long and the short of it For today, I’ll sum it up into three main factors: retailer needs, consumer perception, and ingredients. of their monthly cereal allotment.Īll I would need to do is explain to the brand teams that they need to put more food in the box, right? Well, in the months that followed my initial meeting, I learned about the many factors that contribute to something as seemingly simple as the size and weight of a box of cereal. boxes so that clients could easily use all 36 oz. To keep things simple, I decided to focus on one major goal for my first year: resizing our WIC cereals into 18 oz. Prior to coming to Kellogg, I had been building public/private partnerships for California SNAP, so despite my experience in public health, I still had plenty to learn about both WIC and my new role. Having started my career in public health, my first year working in the food industry was a fascinating learning experience. Me: No, no, no… I mean I need the weight of the box to be 18.0 ounces.Īnd that’s pretty much how one of my first food renovation meetings went- back in 2010. Me: I’m really excited about this cereal, can we get it in an 18 ounce box?įood developer: Sure no problem, it’ll be close to that.

36 oz cereal wic