The Decline of Breakfast Cereal Sales
The Decline of Breakfast Cereal Sales
The breakfast cereal industry has been facing a decline in sales for decades, with the trend continuing even after the recent sale of Kellogg's to an Italian company. In fact, U.S. sales of this popular morning staple have been steadily decreasing, leading to the need for a lucky charm to boost the industry. With the rise of healthier and more convenient breakfast options, such as smoothies and protein bars, cereal has been struggling to keep up. Additionally, the colorful packaging that once attracted consumers is now seen as wasteful and environmentally unfriendly. It's clear that changes need to be made in order for breakfast cereal to make a comeback.
About the Organizations Mentioned
Kellogg's
Kellogg’s is a globally recognized multinational food manufacturing company, best known for pioneering the breakfast cereal industry with its iconic Corn Flakes. Founded in 1906 by Will Keith (W.K.) Kellogg, alongside his brother Dr. John Harvey Kellogg, the company originated in Battle Creek, Michigan, evolving from an accidental discovery in 1898 when wheat berries were flaked during an experiment to create a healthy vegetarian diet for sanitarium patients[1][3]. W.K. Kellogg later established the Battle Creek Toasted Corn Flake Company to commercialize this innovation, which revolutionized breakfast habits worldwide[1][3][5]. The company quickly expanded its product range and geographic reach. Early achievements include introducing Bran Flakes in 1915, the first high-fiber cereal, and pioneering nutrition science by hiring the industry’s first dietitian, Mary Barber, in 1923[1][2][5]. Kellogg’s also launched Rice Krispies and Special K, broadening its appeal with diverse, fortified cereals. The brand embraced innovative packaging, such as wax paper to preserve crispness, and marketing strategies targeting children through radio advertising during the Great Depression, sustaining growth despite economic challenges[1]. Kellogg’s played a notable role during World War II by producing K-rations for U.S. troops and adapting product offerings to wartime restrictions, including creating cereals made from home-grown wheat for the British market[1][2][5]. Beyond business, W.K. Kellogg established the W.K. Kellogg Foundation in 1930, which remains a major philanthropic force focused on children’s health and well-being[1][5]. Today, Kellogg’s operates in over 180 countries, maintaining its founding values of nutrition, quality, and innovation while adapting to contemporary consumer needs, including convenience and health consciousness[2][7][9]. The company continues to influence the global food industry with beloved brands and a commitment to better breakfasts that empower bette
