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Boost Sales with Cereal for Dinner: Frosted Flakes Maker Encourages Taking the Night Off

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Expanding Cereal for Dinner: WK Kellogg's Strategy to Boost Sales

WK Kellogg Co., the maker of Frosted Flakes, is looking to expand the consumption of cold cereal beyond breakfast to dinner and snacking. With about 25% of cereal consumption already happening outside of breakfast, WK Kellogg sees further potential for growth in cereal-based snacks and evening meals. CEO Gary Pilnick believes that promoting cereal for dinner can attract customers and fuel sales for the company. However, expanding the cereal category to other parts of the day may not be easy, as low-carb diets and other food trends have gained popularity. Traditional cereal also lacks the protein content found in dinner staples like meat and beans. Despite these challenges, WK Kellogg remains committed to its decades-old brands and characters, such as Tony the Tiger and Toucan Sam, while also exploring innovation in health and wellness foods. The company is open to growth through acquisitions and aims to modernize its supply chain and expand profit margins in the next few years.

Hot Take: The Impact of WK Kellogg's Dinner Cereal Strategy on New Businesses

The recent move by WK Kellogg Co. to push cereal consumption beyond breakfast and into dinner and snacking times presents a potential game-changer for new businesses in the food industry. With a quarter of cereal consumption already taking place outside of breakfast, WK Kellogg's strategy indicates a significant market potential for businesses willing to think outside the traditional mealtime box. However, this strategy is not without its challenges. The rise of low-carb diets and other food trends, coupled with the lower protein content of traditional cereal compared to typical dinner foods, presents hurdles that new businesses will need to overcome. This could spur innovation, pushing businesses to develop cereals with higher protein content or other health benefits to appeal to health-conscious consumers. Furthermore, WK Kellogg's commitment to its established brands and characters, as well as its openness to growth through acquisitions, sets a high bar for new entrants in the market. To compete, new businesses will need to build strong brand identities and consider strategic partnerships. In conclusion, while WK Kellogg's dinner cereal strategy presents both opportunities and challenges, it ultimately encourages innovation and out-of-the-box thinking, which could lead to exciting developments in the food industry.
Story First Published at: https://financialpost.com/news/retail-marketing/frosted-flakes-cereal-for-dinner
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