A prime example of the movement toward eco-friendly packaging is Target’s Archer Farms cereal. Instead of the typical, cardboard rectangular-shaped boxes, these cereals are now sold in oblong-shaped boxes containing an inner plastic lining holding the cereal. The easy-flow spout and snap-shut, re-closable lid maintain freshness. A hinge on the lid, located mid-point of the closure, simplifies dispensing by allowing half of the lid to flip up. A round, clear window on the lid provides a clear view of the remaining cereal.

This oval-shaped box has three benefits: its rounded edges and slightly smaller size, compared to regular cereal boxes, saves space; the consumer does not have to bother with an inner bag; and the packaging promotes reusability, due to its innovative packaging features, which closely resemble the look of Tupperware-style containers.