Why Don't Americans Like Breakfast Cereal Anymore?

The once-loved product whose sales went soggy

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.”