For the maker of "Frosted Flakes" and "Rice Krispies," snap, crackle, pop has been replaced by trip, stumble, flop. Sales for Kellogg Company, Battle Creek, MI, have been less than grrreeat during the past couple of years as Americans have eschewed sitting down to breakfast with Tony the Tiger in favor of grabbing a granola bar or bagel on their way to school or work.
Changing breakfast habits in America have been eating away at Kellogg's market share for years. The company has seen its share of the ready-to-eat cereal market dip from 40% to 32% in recent years. Kellogg remains the No. 1 player in the category but its dominance has been eroded by a combination of consumer preference to eat their meals on the go and private label brands that offer copycat products at much
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