CRAYON LID'S THE DRAW IN CEREAL PROMOTION

HALLIE FORCINIO

MINNEAPOLIS -- Paperboard canisters topped with domed friction-fit lids in primary colors draw attention to a crayon promotion General Mills is using for its Cheerios and Trix ready-to-eat cereals.

The thermoformed lid imparts a crayon-like look to the package and can double as a bowl or crayon holder.

"We're always looking for unique promotions," said Kathryn Newton, a spokeswoman for General Mills. "We think the package adds a fun quality for kids while providing some value to parents."

This fall, the containers will be used for back-to-school promotions for Kix and Lucky Charms.

The reusable Ultrakan canister from Sealright Co., Overland Park, Kan., holds an 8.75-ounce fin-sealed bag of cereal and a trio of Crayola crayons in a second form-fill-seal pouch. Shrink wrap keeps the package clean and intact throughout distribution.

The crayon-like package is merchandised in a freestanding aisle display that looks like a giant box of crayons. In Cleveland, one retailer chose to position the display away from the cereal aisle. The retail price there was $1.99.

The domed canister reportedly is priced to compete with conventional bag-in-carton cereal packaging.