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Breakfast Cereals Get Tweaked As Competition For Global Breakfast Market Intensifies

August 20, 2012: 12:00 AM EST
As big cereal marketers battle to get their products on the world’s breakfast tables, they are meeting serious competition from traditional local breakfast foods. In China, for example, breakfast consists of a watery rice gruel known as congee. Two popular grain-based breakfast cereals in India are poha and upma. Also, companies find that locals who buy Western breakfast cereals often eat them in a very different way. In Spain, people dump All-Bran cereal into their coffee. All of this means PepsiCo, Kellogg, General Mills, etc., have had to adapt to local customs. PepsiCo sells a quick-cooked brand of congee in China that contains oats. In India it has added oats to its versions of poha and upma. 
E.J. Schultz , "Cereal Marketers Race for Global Bowl Domination", Advertising Age, August 20, 2012, © Crain Communications
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