Kellogg Cereals: brand profile

Kellogg's seems to have recovered its snap, crackle and pop. Despite a portfolio that includes several of the world's best-known cereals, the company was overtaken in 1999 as America's top breakfast food company by arch rival General Mills. Two years later, Corn Flakes was ousted as the best-selling cereal in the group's #2 market, the UK (by Weetabix). Under attack from its competitors as well as the changing habits of consumers, Kellogg's acknowledged that it had been outflanked by its rivals in the fiercely contested breakfast market, and set about regaining its stride. Careful attention to the company's core brands, aided by another shift in consumer habits, helped Kellogg's regain its #1 position in the US by 2003, and it has widened the lead ever since. 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: General Mills, Weetabix, Cereal Partners. See also Food Sector index

The Adbrands Profile of Kellogg's Cereals summarises the brand's history and current operations . Subscribers may access the following website links:

All-Bran	Crispix
Special K	Rice Krispies
Apple Jacks	Coco Pops (UK)
Frosties (UK)	Froot Loops
All-Bran (UK)	Fruit Harvest

Kellogg Company

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