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Kellogg’s CEO Says Company ‘Can Live With’ Ho-Hum Cereal Demand

Boxes of Kellogg Co. Special K, Raisin Bran, and Frosted Mini Wheats brand breakfast cereals.

Boxes of Kellogg Co. Special K, Raisin Bran, and Frosted Mini Wheats brand breakfast cereals.

Photographer: Tiffany Hagler-Geard/Bloomberg
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Kellogg Co. is at peace with cereal’s diminished status in America’s pantries, acknowledging that it’s unlikely to undergo a renaissance as consumers branch out to other kinds of breakfast food.

In ten years, demand for the company’s signature product “is not going to be dramatically different,” Chief Executive Officer Steve Cahillane said in an interview. He added that cereal, even without dynamic growth, will always have a place in U.S. kitchens.