How Kellogg’s is positioning itself for a rebranding win

Kellogg’s is attempting to change its public image from that of a breakfast company to a snack maker. Here’s why it’s a smart move.

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The Kellogg’s K has been a staple at American breakfast tables for generations. Today, Kellogg’s is betting big on its new breakfast offerings, hoping these wins will make up for lagging sales in other market segments.

Some blame a changing American culture for the losses. They wouldn’t be far off. The days of gathering around the breakfast table or binging on cereal in front of Saturday morning cartoons are largely over (and Saturday morning cartoons are a thing of the past entirely).

With a faster-moving, eat-on-the-go culture and digital streaming entertainment, the two staples of Kellogg’s breakfast domination are fading into memory. Norman Rockwell could paint those scenes, familiar to those who grew up in the 1970’s and 80’s, with no false sense of nostalgia. Today’s kids are being raised in a different environment and today’s adults are harried professionals just trying to make it to work on time. Stop for a half-hour breakfast? Not hardly.

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