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Kellogg Tackles Sagging Cereal Sales With a Brand Makeover

May 17, 2012: 11:13 AM EST
Kellogg is revamping its 106-year-old brand with refreshed packaging and a new marketing theme (“Let’s make today great!”). The company – and the processed cereal industry generally – is facing tough economic times in the U.S. and Europe. Underlying profit fell in 2011. And profit from European operations is down 20 percent so far in 2012. Analysts said the brand makeover is probably a good move for Kellogg – at least they’re doing something to counteract falling sales. But, as one analyst noted, "if the rebranding doesn't improve overall volume share for Kellogg then I would expect to see subsequent events occurring."
Michelle Russell , "In the spotlight - Kellogg could need more than brand "refresh"", Just-food.com, May 17, 2012, © just-food.com
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