The Kellogg Company (US)


Selected Kellogg's advertising

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 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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Kellogg's website

Kellogg's Cereals 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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