In the spotlight - Kellogg could need more than brand "refresh"
By Michelle Russell | 17 May 2012
Kellogg's namesake brand is one of the world's oldest but, this week, the cereal giant announced a relaunch of the 106-year-old label. The US group is operating in a tough domestic cereal market and it is facing challenges in Europe. Analysts have argued Kellogg is trying to breathe fresh life into a brand facing stiff competition, including increasingly from own label. Michelle Russell reports.
just-food articles are only available to registered users and members.
Join now for increased access
There are various access options to choose from. All provide instant access to the latest news, insight and expert analysis.
If you’re already a member, login here.
Kellogg's namesake brand is one of the world's oldest but, this week, the cereal giant announced a relaunch of the 106-year-old label. The US group is operating in a tough domestic cereal market and it is facing challenges in Europe. Analysts have argued Kellogg is trying to breathe fresh life into a brand facing stiff competition, including increasingly from own label. Michelle Russell reports.
- Unlimited access to all the latest global food news and insight
- Expert analysis that puts the news into context
- Exclusive interviews with leading industry figures
- Monthly management briefings with detailed analysis on hot topics
- Personalised RSS feeds and email newsletters
- 10-year archive of news, insight and intelligence
- Discounts on just-food market research
- Plus much more
If you’re already a member, login here
More articles related to this one
Quote, unquote: just-food's week in words
Hostess Brands, one of the largest bakery groups in the US, last week moved to wound down the company, blaming striking workers. Elsewhere, Diamond Foods' CEO, once the boss of Hostess, insisted the Kettle Chips firm was heading in the right direction after a year of turmoil. In Europe, food giants insisted their move to harmonise nutrition labels would benefit consumers, while in the UK, exporters were urged to target China.
US: Diamond Foods trims past profits, reports Q3 loss
Shares in Kettle Chips owner Diamond Foods tumbled after the US company posted lower earnings for 2010 and 2011 in restated accounts - and booked a loss for the first three quarters of its current financial year.
EU: Food majors sign GDA labels pledge
Food manufacturers including Nestle, Mondelez International and Unilever have announced plans to "harmonise" the way they label the nutritional information for products sold in the EU.
Market research related to this article
Kellogg Company
Datamonitor's Kellogg Company - SWOT Analysis company profile is the essential source for top-level company data and information. Kellogg Company - SWOT Analysis examines the company’s key business structure and operations, history and products, and ...
Kellogg Company (K) - Financial and Strategic SWOT Analysis Review
Kellogg Company (Kellogg) is engaged in the manufacture and marketing of ready-to-eat cereal and convenience foods. Kellogg’s key products include ready-to-eat cereals, cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen w...
Kellogg Company: Consumer Packaged Goods Company Profile, SWOT & Financial Report
Canadean's "Kellogg Company: Consumer Packaged Goods Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, business description, competitive ben...
