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. Its core market of breakfast cereals came under attack in the 1990s from both competitors and consumers, forcing the group to make repeated attempts to broaden its portfolio with a range of snacks and convenience foods. Several of these ventures proved unsuccessful, but the acquisition in 2001 of cookie and cracker maker Keebler finally delivered a long-awaited boost to sales. At the same time, the group unveiled a barrage of high quality, premium priced cereal variants and innovative snack products. More recently, though, recessionary pressures have persuaded some shoppers to trade down to lower-priced private-label alternatives. Kellogg's made a bold new move into the broader savoury snack market in 2012 with a deal to acquire Pringles from P&G. See also:
Which agencies handle advertising & marketing for Kellogg's? Find out more from Adbrands Account Assignments
Who are the competitors of Kellogg's? See Food Sector index for other companies and brands
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.
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 13th Feb 2014: Kellogg's full year results enjoyed a substantial benefit from pension-related accounting adjustments, which caused net income to almost double to $1.8bn, on a 4% rise in revenues to $14.8bn. However, net internal revenues without exceptional items were flat, while profits edged up by just 1% as strong first full-year performance from Pringles offset continuing declines in the global cereals market.
Subscribers may access the following website links: Kellogs
Adbrands.net. All rights reserved © Mind Advertising Ltd 1998-2014