How America's Top 2 Breakfast Cereal Makers Are Responding to Soggy Sales

Crunch time for Kellogg's and General Mills

Oh, for the good old days of breakfast cereal. If you're of a certain age, chances are you can hum Kellogg's "Two scoops of raisins" jingle, imitate Tony the Tiger growling how "Grrreat!" Frosted Flakes were, and perhaps even remember when Bruce Jenner adorned a Wheaties box. There was a time, not too long ago, that ready-to-eat cereals accounted for 38 percent of the breakfast food eaten by Americans—many of them kids, who got their daily sugar fix from brands like Cap'n Crunch, Trix, and Fruity Pebbles.