Sainsbury's is taking the radical step of ditching cardboard boxes from the packaging of its "basics" range.
From December this year, it will no longer sell its "basics"A cereal range in boxes.
But the move is at odds with the position of Kellogg, which owns brands include Corn Flakes, Krave and Special K.
Kellogg argues that such a move would result in more waste.
A spokesman for Kellogg said: "We have no plans in the short term to change our packaging. Our tests have shown that putting cereal in a bag damaged the product and results in more food waste due to breakages in the flakes in transit, on shelf and in the home.
"A box and a thin bag are fully recyclable – bags only use more plastic and is much thicker and harder to recycle. You also need a lot more packaging in transit to limit damage."
Rival supermarket Tesco would not be drawn on its plans.
Sainsbury's argument is that its move will reduce packaging in its basics range by more than 165 tonnes a year, as well as cutting down on the number of plastic carrier bags it uses.
Fuel consumption by transportation lorries would also fall due the reduced weight.
Sainsbury's is one of several retailers working to meet voluntary targets for reducing packaging between 2010 and 2012.
Ironically Kellogg is putting up a 23-metre high version of its Corn Flakes box by the side of the M4 today for the next three weeks.
The box's design will be replicated on a wrap covering JCDecaux's large scale outdoor media installation while the M4 Torch is being refurbished.
The wrap was booked by media agency Carat and outdoor specialist Posterscope and is part of a three-week outdoor campaign that includes rails and roadside 48-sheet advertising.
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