London-based 3-D Images has continued its relationship with Kelloggs by supplying 20m 3D lenticular images of the new Lord of the Rings movie for a promotion on cereal packs.

3-D created 24 different viewpoints for 3D viewing without glasses before sending them for printing at Optigraphics in Dallas, Texas.

The packs will be distributed in France, Germany and Switzerland but not the UK.

The firm has mastered over 100m images for Kelloggs in the past six years. Other promotions included the Euro 96 football tournament and the film X-Men.

Managing director David Burder said that while lenticular volumes had been fairly stable, more firms were trying to use the technology, but many were "getting their fingers burned" because they hadnt realised how complex the process was.

3-D Images other clients include Coca-Cola, Pepsi, Motorola and IBM. The firm has also registered eight patents for 3D processes and stocks over 200,000 pairs of 3D viewing glasses in-house.

Story by Gordon Carson