• In addition to collectible Super Mario Odyssey box art, each box functions as an amiibo accessory which enables game play.
    In addition to collectible Super Mario Odyssey box art, each box functions as an amiibo accessory which enables game play.
Close×

Video game company Nintendo and cereal maker Kellogg’s teamed up to create a limited edition cereal box complete with NFC tag.

The Super Mario cereal box functions as an amiibo accessory, enabling kids to play Nintendo’s Super Mario Odyssey game.

They just tap the box with their Nintendo Switch controller to receive gold coins or a heart they can then use as power-ups when playing the game.

The box can be used long after the cereal box is empty.

Brad Schwan, senior director at Morning Foods Marketing at Kellogg’s, said the package added value and excitement for fans.

"Marshmallow shapes in the cereal are inspired by Super Mario power-ups to tie the theme together,” he said.

Currently, the special cereal boxes are only available in the US market.

Food & Drink Business

We are always on the look out for innovations on shelf that take us into unknown territory, offer a new twist on normal, or make use of edgy ingredients. Watch this short wrap of some that we spotted.

New processing and packaging technologies will be on display at AUSPACK 2019 in Melbourne next week. Watch this short video for a sneak peek.

Four bidders, led by Mondelez International, are battling it out to buy Australian bikky icon Arnott's from Campbell Soup.