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:
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Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 6th Aug 2015: Former Kraft chief marketing officer Deanie Elsner is joining Kellogg's to run its US snacks division, which houses Pringles, the Keebler cookie and cracker business and cereal spin-offs like Special K chips.
Adbrands Weekly Update 9th July 2015: Kellogg's shifted creative duties for one of its biggest-spending US cereals, Special K, away from lead agency Leo Burnett in favour of J Walter Thompson, previously only a roster shop for US cereals handling occasional assignments, although it already works on Special K in Asia. After spectacular growth in the 2000s, Special K's US sales have drifted steadily lower over the past couple of years. JWT has been tasked with rebuilding the business, not just in the US but also Latin America. Leo Burnett keeps the account in Europe and Canada. J Walter Thompson also collected creative duties for the North Shore-LIJ hospital and healthcare system in New York.
Adbrands Weekly Update 30th Apr 2015: Kellogg's group chief growth officer Paul Norman was named as president, North America, and former Wendy's marketer Craig Bahner was recruited to head the cornerstone US morning foods division, which includes its breakfast cereals portfolio.
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.
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