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 Kellogg's Cereals Brand Profile.

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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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