Even the iconic white-haired and pudgy Quaker man, known internally as "Larry," has gotten a facelift. Of course, old habits die hard, which is why marketers are supporting their offerings with significant campaigns. To be sure, the cereal business remains rooted in the U. And what we also discovered is energy, or lack of energy, is the greatest unmet need.
We are glad you are enjoying Advertising Age. In Turkey, one ad says cereal has as much calcium as two servings of feta cheese, and the iron of four eggs.
So marketers are testing less-expensive products. At a "smart start" event in Jakarta, Indonesia, cereal kits were distributed, including a plastic bowl, cereal pouch and spoon. In India, the marketer is exploring adding oats to poha and upma, two popular grain-based breakfast meals.
Opportunities are arising as consumers across the globe are acting more like Americans, the research company said in a recent Cereal partners worldwide But in the U. Although Quaker has only an 8.
In China, it is selling congee infused with oats, which can be made within 10 minutes, compared with the one to two hours it takes to make traditional congee. In India, Corn Flakes with saffron is planned. To get uninterrupted access and additional benefits, become a member today. While Western brands are more trusted, they are also "quite hard for some consumers in these developing countries to afford," she said.
A native of Cincinnati, Schultz has an economics degree from Xavier University and a masters in journalism from Northwestern University. At the same time, the companies must fend off competition from local cereal brands, which are typically cheaper, said Deborah Cross, global food-industry analyst for Euromonitor.
He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics, and the Island Packet in South Carolina. In some countries, Cereal Partners actually shows people how to eat cer-eal. Indeed, the toughest competition might be from breakfast foods that have been in place for centuries, like a watery rice gruel called congee in China.
Euromonitor But even as cereal makers leverage their vast global marketing budgets to spur growth, they are finding that breakfast is still influenced by local customs.
But Quaker this year is taking the energy message to other countries in its first global campaign with the tagline "super people eat super grains.
And even when foreign consumers eat cereal, they often eat it differently than Americans do. In Spain, for instance, Kellogg has found that people like to dump All-Bran cereal into their coffee, so the marketer is now advertising it that way.
Published on August 20, Source: Quaker is seeking to boost its international prospects with a new global identity that positions its oatmeal as "healthy fuel," a more universal message than the heart and cholesterol health claims the brand had been making for the past 15 years.
The strategy looks "at how we can adapt our foods to the local habit, as opposed to trying to change the local breakfast habit," Kellogg CEO John Bryant told Wall Street analysts earlier this year. Cereal markets size includes hot and cold. The competition is fierce among Kellogg Co.Aug 30, · Cereal Partners Worldwide S.A.
produces and sells ready-to-eat breakfast cereals in the United States, Canada, Europe, the Middle East, Africa, Location: Chemin du Viaduc 1 Prilly Lausanne, Switzerland. Get to know Cereal Partners Worldwide S.A. CEO & other corporate executives.
Learn about the Board of Directors, Executive Committees and CEO compensation in this industry. “Breakfast cereal is an affordable, convenient and nutritious way to start the day,” said Jeff Harmening, president and chief executive officer of Cereal Partners Worldwide.
Trade union Unite could call upon its members working at Cereal Partners Worldwide (CPW) in Wiltshire, UK, to strike. Learn about working at Cereal Partners Worldwide (Nestlé & General Mills).
Join LinkedIn today for free. See who you know at Cereal Partners Worldwide (Nestlé & General Mills), leverage your. Cereal Partners Worldwide (CPW), a joint venture between Nestle and General Mills, will invest SFr35m (Eur27m) over two years in the construction of a new breakfast cereals factory in Malaysia.Download