Posted by Dale Buss on September 18, 2013 06:37 PM
Kellogg's helped create the American breakfast habit. And brand executives believe they've got a good shot at helping recreate breakfast habits in their crucial but underdeveloped markets in Asia.
The Michigan-based cereal purveyor increasingly has broadened its repertoire over the last several years to include a huge variety of grain-based products beyond breakfast cereals (including Keeblers and Pringles), some healthful proteins (Morningstar meat analogs) and even services (Special K weight-loss apps). Now the company is positioning itself for geographic diversification that could be just as significant.
That's why Kellogg's, echoing moves by other American CPG giants such as Procter & Gamble, recently moved its Asia-Pacific headquarters into the heart of the region. Kellogg's move was to Singapore from Sydney.Continue reading...
social media watch
Posted by Sheila Shayon on July 24, 2013 11:20 AM
General Mills is tackling social media with a twist. The brand, which produces some of the most iconic cereal brands around, including Cheerios and Lucky Charms, launched a social effort dubbed Hello Cereal Lovers at the end of 2012. Over six months later, the social experiment is going strong, but isn't making too much of a fuss.
With over 313,000 likes on Facebook, a vibrant website, Instagram and Tumblr accounts, and a cheery Twitter feed, the Fortune 500 company has built a dedicated home for bowl-based breakfast enthusiasts—whether they're spooning General Mills cereal or not.Continue reading...
Posted by Dale Buss on May 3, 2013 01:38 PM
Bowl by bowl, traditional ready-to-eat cereal is getting more nutritious and edging its way back into the healthful perimeter that more Americans are putting around their diets. Kellogg and General Mills, the industry giants, are making that a priority for their brands.
Kellogg, for example, plans to introduce new products infused with more nutrients to help bring back better-educated, higher-income adults to the traditional breakfast that so many of them enjoyed as kids. The new offerings include Raisin Bran with omega-3s and a multigrain version of Special K that will debut later this month in North America. Lately, Kellogg also has been promoting the simple goodness of some of its classic cereals because of their grain content.
CEO John Bryant told analysts that kids and lower-income adults are still spooning up plenty of cereal, according to the Associated Press, but higher-income adults have been cutting back. "I don't think they're really that price-sensitive," he said. "The real issue there is innovation."Continue reading...
chew on this
Posted by Dale Buss on December 11, 2012 11:01 AM
If new products are the lifeblood of a mature business, then hearts at Kellogg's are pumping a mile a minute these days. The venerable cereal maker continues to tap into its innovative side with a bevy of new products on their way to grocery stores.
The new offerings build on the company's recent Krave chocolate cereal launch — its most successful in two decades. Kellogg struck gold beginning several years back by leveraging its Special K breakfast cereal into a weight-loss brand and adding a variety of new products under that brand, including nutrition bars, resulting in a hugely successful extension and rejuvenation of an old franchise.
Since then, Kellogg has continued to go back to the new-product well, especially combining its trusted and high-performing lineup of traditional brands with new approaches.
For example, one of the new versions of breakfast favorites, Pop-Tarts Oatmeal Delights, tries to take advantage of the steadily increasing appeal of oats as a better-for-you ingredient. Pop-Tarts Oatmeal Delights are sprinkled with toasted cinnamon-oats crumbles on a baked oat-flour crust, debuting in two flavors.
Another fave getting an update? Why, Scooby Doo, of course!Continue reading...
Posted by Mark J. Miller on November 7, 2012 12:01 PM
While it may not rule the morning everywhere, the once family-owned Weetabix cereal brand has been ruling British breakfast tables since the 1930s and now it's turning its powers onto another region of the world: Asia. Earlier this year, China’s Food Group Co Ltd agreed to shell out $1.12 billion to secure a 60 percent stake in the company and distribute the cereal all around the region. Marketwatch hears that the company “is considering listing Weetabix … on the Hong Kong stock exchange.”
"The Weetabix brand will have access to all of Bright Food's distribution channels, including our more than 100,000 retail outlets, which will allow it to be brought to Chinese households more quickly," said Wang Zongnan, chairman of Bright Food, according to China Daily.
“Bright clearly has a distribution capability in China that is very robust and much more than Weetabix could organically hope for,” said Clive Black, director and head of research at Shore Capital, according to Bakery and Snacks. “Therefore, assuming that the Chinese pallet for cereal-based breakfasts exists and grows, then this could be, should be, a material source of long-term growth for Weetabix.”
Still, it won’t be the same old Weetabix hitting breakfast tables in China.Continue reading...
Posted by Mark J. Miller on June 27, 2012 11:04 AM
General Mills and Kellogg have been ruling the cold-cereal market for an eternity. Those two behemoths now own about 60 percent of a $9 billion U.S. market, but that doesn’t mean other companies aren’t finding some success cutting into their market.
One in particular, the 93-year-old MOM Brands Co., which was recently renamed from Malt-O-Meal, is producing such cereals as Tootie Fruities and Honey Nut Scooters, which bear more than a passing resemblance to Froot Loops and Honey Nut Cheerios.Continue reading...
chew on this
Posted by Dale Buss on June 8, 2012 09:15 AM
Remember the old aphorism about eating oatmeal because it "sticks to your ribs?" Quaker Oats now plans to find out whether that is at least metaphorically true — and, if so, whether there might be a new "satiety" benefit to eating its oatmeal products that could help promote the brand.
That's just one of the objectives of the new Quaker Oats Center of Excellence, a research nexus announced this week by the PepsiCo brand. The company is streamlining and accelerating research around other potential health and nutrition benefits of oats besides it well-documented, government-approved claim to help lower cholesterol levels and thus mitigate heart disease.
Also, Nestle announced that it has centralized its clinical-research efforts at a new unit in its headquarters city of Lausanne, Switzerland, with the aim of rationalizing the planning and management of clinical trials and fundamental research projects so that it's better positioned to gain health claims by the European Food Safety Authority. The new Nestle unit also is expected to help it expand its global reach and better adapt products to gloabl needs, a Nestle executive told NutraIngredients.com.
Both efforts are significant as mainstream CPG giants seek much bigger gains in the world of better-for-you products, just as they for so long have dominated markets for mainstream foods and beverages.Continue reading...
chew on this
Posted by Mark J. Miller on May 14, 2012 11:04 AM
An enjoyable breakfast means the world to Kellogg’s. And life hasn’t been easy for name-brand cereal makers in general in recent years, as time-pressed consumers skip breakfast while others are on the watch-out for GMO ingredients.
Now Kellogg’s is serving up something fresh to remind everyone about the importance of a great breakfast to get the day going: a major brand overhaul, as Forbes noted on Friday and the Kellogg company outlined in a press release this morning.
The scope of the visual and verbal identity refresh includes “an updated logo, identifying the Kellogg’s brand’s core purpose, incorporating the ‘masterbrand’ into all Kellogg’s marketing campaigns, consolidating 42 company websites around the world to one, and the new tagline, 'Let’s Make Today Great.'"
The move, Forbes notes, puts digital and social media "at the core of its engagement efforts." To that end, Kellogg's US joined Twitter last week to further engage fans and to help promote its London 2012 Olympics sponsorship of eight Team USA athletes, as it's also talking up on its Facebook page.Continue reading...