Kellogg's golden era flakes away

Liesse, Julie; Dagnoli, Judann
August 1990
Advertising Age;8/13/1990, Vol. 61 Issue 33, p4
Trade Publication
This article reports on the decreasing gap between the shares of General Mills USA and Kellogg Co. in the U.S. breakfast cereal market, as of August 1990. According to Nielsen Marketing Research, General Mills came close to being within 10 share points of Kellog in dollar sales in June. General Foods has been experiencing decreases in its market share. Quaker Oats Co. and Nabisco Foods Co. each lost 0.7 share points based on the Nielsen data. There are several factors affecting shifts in the cereal market, including intense couponing and the changing role of new products. General Mills has made a smooth transition in its advertising strategy for its Cheerios product.


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