Cereal Case Study

739 Words2 Pages

BRAND AUDIT: Wheaties

Product Description:
Wheaties is a wheat and bran mixture baked into flakes. It was introduced by General Mills (then Washburn Crosby Company) in 1924 as a wholesome breakfast cereal. Wheaties was invented accidently while simmering bran gruel, which spilled hot stove and dried into flakes. This happy accident took place in 1922 and world’s favorite breakfast cereal food was born. Initially the cereal was named Washburn’s Gold Medal Whole Wheat Flakes. Later, the company changed its name to Wheaties.
Adweek article, How America’s Top 2 Breakfast Cereal Makers Are Responding to Soggy Sales published on Jun 20, 2016, presents trends and data on cereal spending. It says, ”ready to eat cereal used to account for about 38% of breakfast food eaten by Americans. However, this trend has been decreasing for around a decade now. According to Nielsen data, Americans still spent $8.75 billion on ready-to-eat cereal last year—but as recently as 2012 …show more content…

This was the first cereal to enter the market as a healthy breakfast option. . According to Business Insider article- This Is What Caused The Epic Downfall Of Wheaties published on Mar 22, 2012: "In the 1960s, this iconic American cereal dubbed "the breakfast of champions" represented nearly 7% of all cereal sold in the United States. Today the General Mills owned brand has dropped to a mere .5 percent of sales. This change is the result in gradual shift of breakfast choices of millennials, also the position it holds in terms of nutrition vs taste dynamics. It is too healthy and not tasteful enough for junk food lovers yet not healthy enough for the health food crowd. “ This trend has led to a considerable decrease in popularity of Wheaties as a cereal. Consumers are choosing other cereals over Wheaties and Wheaties need to revamp their current branding and marketing

More about Cereal Case Study

Open Document