chew on this
Posted by Dale Buss on May 3, 2012 04:41 PM
Like Marmite, toast and tea, Weetabix long has been favored by British consumers as a breakfast staple. But now a major Chinese food conglomerate believes that Chinese consumers, who traditionally prefer congee porridge to start their day, will gobble up the iconic cereal as well.
China's state-owned Bright Food has bought a 60-percent stake in the 80-year-old brand, which accounts for about 7 percent of U.K. sales. Western eating habits are slowly catching on in China and across Asia as wealthier citizens seek to diversify from traditional staples such as rice and steamed bread.
"We are excited by the many growth opportunities for the business, especially in international markets, and Asia in particular," said Zongnan Wang, chairman of Bright Food, according to the U.K.'s Guardian. "With Bright Food's strong resources and our expertise in both the Chinese and broader international markets, we are excellently placed to develop the Weetabix business."Continue reading...
Posted by Mark J. Miller on April 5, 2012 10:01 AM
There was a time, not so long ago, that every athlete in the land dreamed of seeing his or her face on a box of Wheaties, "the Breakfast of Champions." Wrestler Stone Cold Steve Austin has been there. Hall of Fame catcher Johnny Bench has been there. Soccer legend Mia Hamm has been there.
Probably the most famous Wheaties box, though, was the one featuring Olympic decathlete Bruce Jenner, who won gold in Montreal in 1976 and of course went on to be the step-patriarch of the Kardashian family. In all, hundreds of athletes have been on a Wheaties box since the practice began in 1934. It’s not looking good for the athletes of tomorrow to get the same pleasure. In fact, most athletes of tomorrow aren’t likely eating Wheaties for breakfast.
General Mills, the maker of Wheaties and a slew of other cereals, may be responsible to 32% of the cereal market domestically, but Wheaties is only bringing in 0.5% of the market these days, according to CNBC’s Darren Rovell. Back in the ’60s, Wheaties was powerhouse as it took care of 6.5% of all cereals, he notes.
"Wheaties had a clear brand identity," stated Lloyd Moritz, the editor of cereal blog The Breakfast Bowl, on CNBC. "The problem was they rested on their laurels."
Rovell points out that Wheaties has made efforts to expand with Honey Frosted Wheaties in the mid-90's, Wheaties Energy Crunch in 2001, and the two-year-old Wheaties Fuel — but none of them caught on.Continue reading...
Posted by Shirley Brady on February 1, 2012 12:23 PM
Are cereal boxes "platforms for content"? So argues Mark Addicks, the chief marketing officer for General Mills, who walks USA Today's Jefferson Graham through the addition of QR codes and augmented reality to the company's cereal brands. Betty Crocker, by the way, is another digital/social platform for the company. "There's never been a time like this," observes Addicks, a 23-year veteran of the company. "Because of the digital technology that resides in people's hands … we can now deliver content that engages and enhances the experience. Before, we had to rely on a 30-second TV ad."Continue reading...
make it stop
Posted by Mark J. Miller on August 18, 2011 04:05 PM
Everybody knows by now (or should) that there is an obesity epidemic in America, particularly among children. And a good chunk of the blame can go to the wide availability of high-sugar, high-calorie, low nutritional value food.
But how do those products continue to sustain themselves? How do such things keep being selected from grocery-store shelves in a culture that constantly congratulates itself on putting our kids first! After all, they’re our future, right?
A new study from the Johns Hopkins Bloomberg School of Public Health lays some blame on the nagging abilities of American 3- to 5-year-olds, according to USA Today.Continue reading...
truth in advertising
Posted by Dale Buss on November 5, 2009 04:26 PM
Chalk this one up to a supercharged political environment that now attaches suspicions to cereal-box labels as well as virus vaccines: Kellogg has just announced that it is backing away from the “Immunity” claim on its Rice Krispies and Cocoa Krispies cereals.
As we reported Tuesday, critics recently scored Kellogg for emblazoning the claim, “Now Helps Support Your Child’s IMMUNITY” on the front of the packages after boosting the daily value of antioxidant vitamins A, C and E in the cereals to 25% last spring, from the earlier 10%.
San Francisco City Attorney Dennis Herrera protested that Kellogg’s claim implied that its cereals could help protect kids against the swine-flu epidemic, and might mislead parents -- though Kellogg had been developing the line for more than a year, well before the advent of the H1N1 scare, and rolled it out in May.Continue reading...
truth in packaging
Posted by Abe Sauer on November 3, 2009 12:27 PM
"Opportunity" is right there, representing the "O," in any SWOT analysis. But sometimes, marketers mistake that "O" for "Opportunist." Such may be the case with Kellogg.
As the nation goes berserker from worries of H1N1 flu, a.k.a. swine flu, Kellogg started putting messaging on their cereal box packages claiming "Now helps support your child's IMMUNITY." That this messaging was on brands such as Cocoa Krispies raised eyebrows.
Coincidence? Maybe. Kellogg spokeswoman Susanne Norwitz protested, "It was not created to capitalize on the current H1N1 flu situation," claiming the marketing line was planned a year ago (probably true).Continue reading...
chew on this
Posted by Reneé Alexander on October 15, 2009 04:09 PM
Kellogg’s has harnessed a groundbreaking laser technology that enables it to burn its iconic logo on to individual corn flakes. Cattle farmers in the Old West would no doubt be proud.
By inserting a certain number of branded flakes – sorry, Corn Flakes – into each box (they’re slightly darker but taste the same), the company claims it can guarantee the cereal’s origins, and solidify its claims that it doesn’t produce cereals for any other manufacturer.
In the dog-eat-dog world of cereal, where products contain many of the same ingredients and the barriers to entry are relatively low, branding is king.Continue reading...