Cereal sales haven’t been crunchy in years. Cautious consumers appear unwilling to splurge in the cereal aisle, and a crowd of new options, from Greek yogurts and bottled shakes to fast-food chains, vie for America’s breakfast attention.
What’s an old-school Raisin Bran peddler to do? At Kellogg, the answer is to reengineer its global supply chain, closing plants and moving others in an effort to trim costs and adapt to a lower-volume world in which too many cereals just might be chasing too few shoppers. And why not try branding the turnaround effort as if it’s a bowl of crispy corn flakes?