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Cereal Makers Try To Cope With Trend Away From Bowl-And-Milk Breakfasts

September 19, 2013: 12:00 AM EST
Sales of breakfast cereals have declined in recent years in the U.S., due in large part to a couple of trends: the popularity of “on-the-go” breakfast snacks and the demand for lower-carb, higher-protein breakfasts. But General Mills CEO Ken Powell thinks one of the key problems is a lack of advertising and innovation by other cereal makers, like Kellogg Co. and Post Foods. Kellogg CEO John Bryant, however, says his company avoids discounting tactics employed by General Mills, which also focuses on “adding trendy diet catch-phrases to its cereal boxes, like ‘gluten free’.” Instead, Kellogg is working on ways to make its cereal more portable and convenient.
Annie Gasparro, "In the Low-Carb Age, Does Cereal Have a Future?", The Wall Street Journal, September 19, 2013, © Dow Jones & Company, Inc
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