Kellogg decides to unload ailing bagel brand Lender's

Pollack, Judann
July 1999
Advertising Age;7/26/1999, Vol. 70 Issue 31, p4
Trade Publication
This article focuses on the decision of Kellogg Co. to sell its Lender's bagel business, founded by Murray Lender, just three years after acquiring it for $445 million in 1996. Kellogg's decision to unload Lender's underscores the difficulty of building the frozen bagel category, particularly since it comes at a time when the marketer's strategy is to build its breakfast business beyond cereals. Industry observers said frozen bagels have been hurt by the wide availability of bagel shops and the more convenient in-store option of a fresh bagel from the supermarket bakery. J. Walter Thompson USA Inc. is Lender's agency but the newcomer shop on Kellogg's roster, Martin Agency in Richmond, Viriginia, was given an unidentified Lender's project in 1999.


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