Brand Failure Kellogg's Cereal Mates
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Y ou a r e h er e: Hom e / Br a n d Fa ilu r e Kellog g ’s Cer ea l Ma t es
Brand Failure Kellogg’s Cereal Mates
January 22, 2010 by Hitesh Bhasin
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Kellogg’s may have had problems when marketing in certain foreign territories such as India, but the company has also come unstuck on its home turf, most notably with its Cereal Mates product.
The idea was simple. Cereal Mates were small boxes of Kellogg’s cereal packed with a container of milk and a plastic spoon. The advantage of the product was equally straightforward. Namely, convenience. An increase in working hours in the United States, combined with the rise in fast-food chains, led Kellogg’s to believe that there was a demand for an ‘all-in-one’ breakfast product. To maximize Cereal Mates’ chances of success, the line included the four most powerful Kellogg’s brands in the US – namely Corn Flakes, Frosted Flakes (Frosties), Fruit Loops, and Mini Wheats. However, despite Kellogg’s best efforts, the Cereal Mates brand proved a major flop, and in 1999, the year Kellogg’s rival General Mills took over as the United States’ number one cereal maker, the product was pulled from the shelves. The reasons why Cereal Mates failed to win over consumers are various, and have been dissected by various journalists and marketing professionals. Here are some of the main factors behind Cereal Mates’ brand failure:
1) Factor one: warm milk. As each container of milk was ‘aseptically packaged,’ it didn’t need refrigeration. However, consumers didn’t like the idea of warm milk. 2) Factor two: cool milk. In order to accommodate for the consumer’s preference for cool milk,...
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