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 $1.1bn in 2007, making Kellogg the world's #29 advertiser. See also Kellogg's Cereals Brand Profile.

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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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