Kellogg’s Bets Some Of Its Breakfast Fare Can Succeed As Anytime Snacks

Breakfast cereal companies like Kellogg are having to adjust to a new fast-moving, eat-on-the-go culture. Sagging boxed cereal sales – a two percent drop in the 3rd quarter -- have forced Kellogg’s to expand its product horizons beyond mornings. One possibility is a rebranding into anytime snacks. Kellogg’s is spending a lot of marketing dollars trying to convince people, for example, that its Pop-Tarts brand, once strictly a breakfast toaster pastry, is actually great for lunch or late-night snacking. According to PR Daily, Kellogg’s brand managers view Pop-Tarts as a “stepping stone to a massive expansion and rebranding campaign” that will include crackers, chips and other non-morning snacks.