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.

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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.

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