TITLE

Millennial me-tooism strikes in cereal wars

AUTHOR(S)
Thompson, Stephanie
PUB. DATE
September 1999
SOURCE
Advertising Age;9/6/1999, Vol. 70 Issue 37, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the marketing efforts of cereal companies in the U.S. to boost their sales in the market. Kellogg Co. adds a numeral to its Marshmallow Blasted Froot Loops, allowing consumers to put digits together to form the year 2000. The product will hit stores at about the same time as rival General Mills' Millenois, a twist on its Cheerios that also adds numeral 2's to the O-shaped cereal. Kraft Foods' Post division will also introduce a calcium enriched version of its Alpha-Bits brand. Same with Kellogg, that debuted its own calcium-fortified blend Special K Plus in a box shaped like a milk carton. Overall, the sales of cereal have been flat to declining for several years. The product category grew a mere 1% for the year ended July 18, 1999, according to Information Resources Inc. General Mills grew 3.2 percent to $2.39 billion in sales, compared with Kellogg's gain of just 0.4% to $2.4 billion. Kellogg's share for the year ended was 31.8 percent, while General Mills had a 31.5% share.
ACCESSION #
2242666

 

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