The new pack also scores highly in terms of sustainability. The outer shell consists of Made from FSC-certified cardboard, while the internal coating Made from recyclable plastic is manufactured. In addition to the choice of materials, General Mills has also paid attention to practical handling: The closure is sturdy, easy to understand and works for young and old. It also has a slim design that can be stored in the kitchen cupboard to save space.

Early customer feedback is enthusiastic - especially the practical resealability and longer shelf life of the cereals are well received. Environmental protection organisations also see potential, as dispensing with the classic inner plastic bag means less waste. General Mills now wants to test whether the innovative solution is also suitable for other products. They may even be heralding a new era in food packaging.