Kellogg has updated its rewards program with a mobile-first approach, claiming to be the first consumer packaged goods company to use a combination of retailer frequent shopper integration and receipt scanning for point collection.  By allowing members of its United States Family Rewards program to collect points by scanning receipts while eliminating the need to enter package codes, the maker of Frosted Flakes and Raisin Bran cereals and other products will make it easier to automatically collect points for purchase, minimizing a challenge in rewards programs. The change points to how mobile remains a critical channel in the expansion of the Kellogg’s Family Rewards program, launched in 2012.