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Article: No holy grail in whole grains; Food: Convenience boon of breakfast in cereal category.(Special Report: 100 Leading National Advertisers)(Column)
- Article from:
- Advertising Age
- Article date:
- June 27, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: STEPHANIE THOMPSON
Cereal marketers waiting for a big upsurge related to the recent U.S. Department of Agriculture guidelines recommending more whole grains may be waiting a long time.
Despite General Mills' well-publicized announcement in early October that it would convert all its cereals, including kids' sugar cereals such as Cocoa Puffs and Lucky Charms, into whole-grain products and its launch of a subsequent full-scale ad push touting the change, the efforts have had little impact on the marketer's solid and stuck 31.5% share of the $6.1 billion category.
The shift also hasn't helped General Mills push through price hikes at ...