Apparently they are assuming that the copycats can't do the same thing?
Must be an 'upper' management idea...
They assume consumers care they are eating their corn flakes or generic, plus that consumers love Kellog branded corn flakes so much they would tolerate an increase in price over generic brands just to pass on the cost of the laser.
One thing is for sure, Kellog certainly thinks their customers can't taste the difference, which is a pretty damning admission.