Why Don't Americans Like Breakfast Cereal Anymore?

The once-loved product whose sales went soggy

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The news out of Battle Creek, Mich., a couple weeks back raised eyebrows as far as Wall Street: Kellogg’s, denizen of the family breakfast table, suffered an earnings loss of 15 percent. The big hit was in what Kellogg’s calls its “Morning Foods Business”—in other words, cereals like Rice Krispies, Froot Loops, Frosted Flakes and Special K. Those brands are close to half of Kellogg’s business, and their sales tumbled 4.9 percent. “The cereal category,” said CEO John Bryant, “… remained challenging.”

Bryant was addressing his shareholders, so his language was appropriately restrained.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in