Kellogg Cereals: brand profile

Kellogg's seems to have recovered its snap, crackle and pop. Despite a portfolio that includes several of the world's best-known cereals, the company was overtaken in 1999 as America's top breakfast food company by arch rival General Mills. Two years later, Corn Flakes was ousted as the best-selling cereal in the group's #2 market, the UK (by Weetabix). Under attack from its competitors as well as the changing habits of consumers, Kellogg's acknowledged that it had been outflanked by its rivals in the fiercely contested breakfast market, and set about regaining its stride. Careful attention to the company's core brands, aided by another shift in consumer habits, helped Kellogg's regain its #1 position in the US by 2003, although more recently it has come under pressure from lower-priced supermarket brands.

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The Adbrands Profile of Kellogg's Cereals summarises the brand's history and current operations . Subscribers may access the following website links:

All-Bran	Crispix
Special K	Rice Krispies
Apple Jacks	Coco Pops (UK)
Frosties (UK)	Froot Loops
All-Bran (UK)	Fruit Harvest

Kellogg Company

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