Kellogg's is to reduce its annual cardboard and plastic use by the equivalent of half a ton every day - simply by making smaller cereal boxes.
New-look boxes of classics like Special K and Bran Flakes will also have less 'air space' but contain the same amount of cereal.
The move - along with more efficient transport use - will reduce the company's annual cardboard and plastic use by 191 tonnes and its carbon footprint by 10 per cent.
Technical experts at Kellogg's have worked out a way to shrink some of its cereal boxes while protecting the quality of their contents.
Their smaller containers will roll off production lines in Manchester and North Wales later this year, with some already on shelves.
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The company's latest sustainability initiative follows a successful trial of a widely recyclable Pringles paper tube last year.
It is part of a new decade-long 'Well-Being Manifesto' to improve its food so that it's better for people, the community and the planet, and produce 100 per cent reusable, recyclable or compostable packaging by the end of 2025.
Kellogg's UK VP Chris Silcock said: "People are rightly demanding more from companies like ours.
"The impact of our food is much broader than just what goes in the box - it's also about the impact we have on the planet.
"Work continues across our packaging range to minimise our impact on the environment, whilst continuing to protect our food."
As part of a long-term overhaul of its business model, the company has also committed to further lowering the salt and sugar content of cereals aimed at children while enhancing the fibre levels across its range of cereals.
