The Kellogg Company (US)

It's quite a leap from breakfast cereal to cheese crackers and vegetarian sausages, but food giant Kellogg's has worked hard to adapt to a changing marketplace. With its core market of breakfast cereals under attack from both competitors and consumers, the group made repeated attempts to broaden its portfolio with a range of snacks and convenience foods. Several of these ventures proved unsuccessful in the past, but the acquisition of cookie and cracker maker Keebler, combined with a focus on higher-priced added value spin-offs from its core cereal brands, finally delivered a long-awaited boost to sales. Advertising Age estimated global measured advertising expenditure of $885m in 2006, making Kellogg the world's #32 advertiser. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see also Food Sector index for other companies and brands

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Kellogg's website

Kellogg's Cereals Brand Profile	Ready Crust
Cheez-It	Cereal City
Keebler Foods Company	Morningstar Farms
Pop-Tarts	Kashi
Natural Touch	Rumbly Grahams
Krave	Nutri-Grain
Murray	Real Fruit Winders

Kellogg's worldwide

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