![]() One of the ways Kellogg makes excitement is through product development. "Successful kids' brands need to taste good while providing fun and excitement at the breakfast table." "Taste is still one of the key drivers to a successful kids' brand," says Jenny Enochson, director of communications, at Kellogg Co. That is why at Post we always fortify our kids cereals with 10 essential vitamins and minerals so that mom can feel really good about serving them to her children." "We know that breakfast is the most important meal for kids, and it is the most frequently skipped. "The first thing we've got to do is make sure we are giving moms an option to give their kids a good breakfast to start their day," says Thano Chaltas, senior category business director at the Post Cereals division of Kraft Foods in Rye Brook, N.Y. "Making our brands even more relevant to consumers through effective advertising, breakthrough packaging, exciting promotions, and-most importantly-strong product offerings will continue to help us build powerful brands," says Shelly Dvorak, a spokeswoman for General Mills in Minneapolis. In an effort to make sure kids find the time, manufacturers keep reinventing their cereal offerings, continuously rolling out new products and remaking old ones through new flavors, line extensions, premiums, Web sites, and flavor and nutritional enhancements that appeal to both kids and their moms. And some kids are so time pressed they don't have time for any breakfast at all. Plus, supermarkets are getting competition from the cereal aisles of supercenters, warehouse clubs, and drug stores. At home, offerings from sister supermarket aisles, including Aunt Jemima pancakes, Pillsbury Scramblers, Toaster Strudels, and Swanson Great Starts meals in the frozen foods case are fighting for share of stomach. In addition to government-sponsored school breakfast programs, a stop at McDonald's on the way to school for a quick Egg McMuffin, orange juice, cinnamon roll, and hash browns constitutes the idea of a well-balanced breakfast in many households. ![]() For starters, there are far more breakfast options available. The declines can be attributed to several factors. In 2001, sales declined 2.3 percent, and they dropped 4.9 percent in 2000. 28, a decline of 0.8 percent from the $6.21 billion sold in 2001. According to ACNielsen in Schaumburg, Ill., supermarket sales of ready-to-eat cereals, of which children's cereals are a key component, were $6.17 billion for the 52 weeks ended Dec. Now more than ever, retailers have to keep on top of the breakfast cereal aisle. That means placing children's boxes at small-fry eye level and keeping abreast of the latest movie, cartoon, and hit toy trends, not to mention manufacturer-sponsored Web sites. So why are you merchandising them on the top shelf? To maximize the sales and profit potential of your breakfast cereal category, know your audience. ![]() Silly category managers, Trix are for kids.
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