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Kellogg's cereal quandary: luring back adult consumers

By Candice Choi

Associated Press

Published: Thursday, May 2 2013 8:40 p.m. MDT

For the quarter, Kellogg earned $311 million, or 85 cents per share. That's down from $351 million, or 98 cents per share, a year earlier.

Associated Press

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NEW YORK — Kellogg has a plan to get adults to eat more cereal: pile on the nutrients.

The Battle Creek, Mich.-based company says it's introducing Raisin Bran with omega-3 and a multigrain version of Special K later this month as it works to boost struggling cereal sales in North America.

Such offerings are intended to appeal specifically to higher-income people and baby boomers, CEO John Bryant said in a conference call with analysts.

Overall cereal sales have lagged in the U.S. for years as Americans increasingly reach for foods that are easier to eat on the go. But Bryant noted that the category is very fragmented and that particular groups are dragging down results.

For example, he said that kids and lower-income adults are still spooning up plenty of cereal. It's the higher-income adults who are cutting back.

"I don't think they're really that price sensitive. The real issue there is innovation," Bryant said, noting that products need to more nutrition-oriented.

Notably, Bryant said Special K has helped cereal sales among adults. The brand has been a strong performer with Kellogg rolling out a variety of product extensions including bars, shakes, crackers, chips and flatbread breakfast sandwiches.

Kellogg Co. is also trying redefine its cereal category. This year, the company is rolling out a "Breakfast To Go" dairy drink intended to be sold almost as a liquid cereal.

General Mills Inc., which also makes cereals including Cheerios and Lucky Charms, is introducing a similar product called "BFast" that promises the nutrition of a bowl of cereal and milk.

To diversify its stable of brands, Kellogg last year also bought Pringles chips, which gets two-thirds of its revenue from overseas. The deal was intended to give Kellogg a big presence in the salty snack food market and expand its international reach.

For the first quarter, Kellogg said strong sales growth for Pop-Tarts helped lift internal sales growth for the U.S. Morning Foods division, which includes cereal, by 1.6 percent.

Internal sales strip out the impact of acquisitions and exchange rates.

The U.S. Snacks division, which includes Keebler cookies and Cheez-It crackers, saw internal sales decline by 1.7 percent.

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