We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Innovation And Right Message Are Key To Improved Cereal Sales, Says General Mills CEO

June 27, 2013: 12:00 AM EST
General Mills CEO Ken Powell says his company has done well in the battle against declining U.S. breakfast cereal sales, thanks to brand innovation and marketing execution. Powell says it’s especially important to get the marketing message right. The key to stabilizing sales of the Cheerios brand, according to Powell, was the refreshed message: Cheerios is healthy for you. Breakfast cereal sales have been steadily dropping for the last ten years, with consumption declining one percent a year. General Mills posted a two percent drop in U.S. sales during fiscal 2013 for its Big G cereals (i.e., Cheerios, Chex, Fiber One, Wheaties, etc.) though retail sales overall rose one percent.
Kacey Culliney , "US cereal decline can be beaten if you're clever, says General Mills CEO ", Bakery and Snacks, June 27, 2013, © William Reed Business Media SAS
General Mills
North America
United States of America
Comment & Opinion
Companies, Organizations
Market News
Marketing & Advertising
Products & Brands
Developed by Yuri Ingultsov Software Lab.