The Kellogg Company (UK)

The local arm of the Kellogg Company is one of the UK's leading food marketers, and the country is itself the world's biggest consumer of breakfast cereal after the United States. Key brands include Special K, Crunchy Nut and Corn Flakes. The company 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 American 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. 

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