Kellogg Is the Cereal Leader, but for How Much Longer?
Rick Shea submits:We are what you would call a heavy user household in the cereal category. With four teenage and junior high school kids, what could be easier on those busy Monday through Friday mornings than a quick bowl of cereal. It’s convenient, nutritious and tastes good. The adult brands like Special K and Fiber One also work well for Mom and Dad.I also happen to know a little bit about the cereal market. I was former VP of Marketing [CMO] for Malt-O-Meal cereal. They are the number four branded and private label cereal maker with $550 mm in annual sales competing with the likes of Kellogg’s (K), General Mills (GIS), Ralcorp (RAH) (Post) and Quaker. Malt-O-Meal makes those big bags of cereal with strong sales in the value segment at places like Wal-Mart Supercenters.Complete Story »