The dramatic decline of Special K breakfast cereal underscores how the big breakfast cereal brands suddenly find themselves on the wrong side of the big trends undermined by consumers' shift from "weight management" to weight wellness", by the risingconsumer definition of "good carbs and bad carbs", by gluten-free, by the snackification of breakfast and by more and more people's dislike of foods they perceive as being "too processed".The senior executives of many big cereal makers have spent most of the past five years ignoring the very clear shifts. Some will tell their teams that with some new ingredients and marketing efforts brands can be repositioned and the slide reversed. Butthat would be a serious self-deception. The big brands are so disconnected from the shift in market trends that many are beyond reinvention.
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