Kellogg's is taking a novel approach to protecting its brand, by searing individual Corn Flakes with the company logo in a bid to protect against imitation products.

The food giant plans to burn the Kellogg's signature on to individual flakes using a laser and will then insert a proportion of these branded flakes into each box.

If the system proves successful, it could be used on Kellogg's other cereal products, including Frosties, Special K and Crunchy Nut.

Helen Lyons, lead food technologist at Kellogg’s, 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.”