Frosted Flakes Maker Bets On Cereal For Dinner to Help Sales
- Kellogg spinoff to focus on expanding cereal beyond morning
- Company open to making acquisitions further down the road
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WK Kellogg Co, the maker of Frosted Flakes, is betting on expanding cold cereal to dinner and snacking to attract customers and fuel sales for the Kellogg spinoff.
About 25% of cereal consumption is already outside of breakfast, and that percentage can grow further, Chief Executive Officer Gary Pilnick said in an interview. Besides growth in more cereal-based snacks, the evening hours are a big opportunity to revive ready-to-eat cereal in North America with legacy brands including Raisin Bran and Special K.