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Breakfast cereal firms search for growth

Breakfast cereal: Manufacturers look to grow UK category

Breakfast cereal: Manufacturers look to grow UK category

Cereal manufacturers in the UK are facing a competitive market and flat sales volumes. While overall conditions have been somewhat sluggish, the breakfast category when taken as a whole has seen some pockets of excitement. Manufacturers have looked to capitalise on these and the industry's response has been a sharp focus on product development, promotional activity and marketing. But, Katy Askew asks, is this enough to breath fresh life into the boxed cereal category?

Breakfast cereal: Hard work ahead to revitalise sales in US

Breakfast cereal: Hard work ahead to revitalise sales in US

Breakfast cereal is still big business in the US but sales are flat and volumes down. However, there are some growing segments amid increased interest in healthier or natural options. Industry watchers argue that, until now, some of the larger players have not responded quickly enough to these trends and time is ticking, meaning the likes of Kellogg and General Mills should look at M&A for growth.