KELLOGG THINKING OUTSIDE THE CEREAL BOX

摘要

In shifting its operating focus from volume to value, the Kellogg Co. is betting on fewer, bigger launches to create impact in the marketplace and on margins, said Clive Sirkin, chief growth officer of the Battle Creek, Mich.-based company. "This calls for widening our lens not just in terms of product innovation but packaging innovation and commercial innovation," Mr. Sirkin said during a Sept. 7 presentation at the Barclays Global Consumer Staples Conference in Boston. The approach includes reducing sugar and sodium and removing artificial colors and flavors from products while adding such positive attributes as protein and fruit.